CMC 2019: Report – Clicks and Mortar: The New Retail Space
This panel discussed the way in which merchandising, the retail space and the licensing industry is adapting to the digital disruption it's facing. With a seismic shift in the retail environment as 60% of purchases are now online - which has grown from 20% in 2017 - how are brand owners today creating new consumer product stories by developing their own direct-to-consumer platforms for the paying audience? Takeaway: We need to look at consumers (millennial parents) and where they want to shop. The more IP owners can demonstrate their products are wanted by consumers - the better placed they are to get into traditional retail landscapes. Licensing spikes are coming from non-traditional TV content now (such as gaming - e.g.…
