EGN Podcast: Marilyn Repp, Retail Transformation Expert, on shaping the future of shopping

Welcome to the E-commerce Germany News Podcast powered by the E-commerce Berlin Expo: https://buff.ly/3srq0Lr

In this episode, host Efe von Thenen is joined by Marilyn Repp, a retail transformation expert with extensive experience in digital transformation and innovation within the retail sector. Marilyn's expertise, particularly her work with the German Retail Association and her popular podcast focused on the future of shopping, makes her a leading voice in understanding how brands can navigate the rapidly evolving retail landscape.

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Deep dive into how brands can integrate entertainment into their customer journeys, a critical strategy in today’s competitive market. Marilyn Repp and Efe von Thenen explore the growing influence of TikTok Shop as it prepares to make waves in Europe, discussing the platform's potential to disrupt traditional retail models by shifting power away from established retailers and into the hands of content creators and communities.

Listen about the importance of storytelling and entertainment in modern marketing, emphasizing that brands need to move beyond simply selling products to creating engaging narratives that resonate with their audiences. As the conversation unfolds, they delve into the challenges facing traditional retail, particularly in Germany, where changing consumer behaviors and economic pressures have pushed many companies to the brink. Marilyn highlights the need for innovation and flexibility, urging brands to adopt a mindset of trial and error as they experiment with new ideas, technologies, and business models.

In addition, the episode explores how younger generations, particularly Gen Z, are driving a shift in consumption patterns, favoring brands that align with their values and provide an interactive, community-focused experience. With her expertise in retail trends, Marilyn offers valuable insights into how companies can stay ahead of these changes by embracing new technologies like virtual and augmented reality, which have the potential to revolutionize the retail experience.

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00:00 - Introduction
02:00 - Marilyn's Background
04:25 - The Shift of Power in Retail
06:24 - Market Conditions in German Retail
09:35 - Retail Successes and Failures
12:38 - The Role of Entertainment in Marketing
15:04 - Changing Personal Shopping Habits
17:19 - The Future of E-Commerce
18:50 - TikTok Shop and Reasons for Postponing The Premiere
21:45 - Power Shift to Communities and Creators
25:18 - Innovative Brand Examples
30:35 - Trial and Error in Corporate Strategy
32:28 - TEMU’s Disruptive Business Model
35:58 - The Role of New Technologies in Retail
39:21 - Embracing Innovation and Fun
40:28 - Conclusion and Final Thoughts

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