What changes are we seeing for retail marketers and how will that impact the relationship with their agencies? Predicting a change in approach may lead to better results. Johnny Morris, international retail CMO, shares his brief insights.

1. RETAIL VIEW
THE IMPACT OF COVID-19 ON AGENCY RELATIONSHIPS
JOHNNY MORRIS

2. ABOUT ME
INTERNATIONAL RETAIL
• Group Marketing Director: 20
retail businesses across 6
countries
Before that,
• Chief Marketing Officer: 21
shopping malls, 39 department
stores + Exec VP, Customer
Director: $12bn Retail Group

3. PROJECT LIST, MARCH 1ST
1. New brands (in-house and franchise)
2. New store concept
3. Brand reboot
4. Popup store concept
5. Omnichannel transformation-
• Enterprise level e-commerce plan
• New technology infrastructure
6. New country launches
Just a few
months ago,
this was what I
was working
on

4. PARTNERS
Project Agencies and other suppliers
New brand to add to portfolio Global beauty product designers
New store concept UK architects
New campaign concept UK art director
Popup stores UK photographer
Omnichannel transformation-
Enterprise level e-commerce plan
New technology infrastructure
Global strategy consultants
Digital commerce agency + Magento
IT solution providers
New country launches PR Agencies
Events Organisers
Digital Media buying
Local content development
Local digital agencies
Local PR & social agencies
I was working
with global
and local
agencies

5. 2 WEEKS LATER
Project Status
New brand to add to portfolio ACTIVE
New store concept ON HOLD
New campaign concept CANCELLED
Popup stores CANCELLED
Omnichannel transformation-
Enterprise level e-commerce
plan
New technology
infrastructure
ON HOLD
ON HOLD
New country launch ON HOLD
Digital Media buying
Local content development
ON HOLD
The impact of
COVID-19 on
projects

6. + 2 WEEKS (MARCH 30TH)
All 200+ stores closed.
All staff sent home.

7. APRIL: SOCIAL COMMERCE
With stores
closed, this
became the
priority

8. SOCIAL COMMERCE
COMMERCE BASED : CENTRAL
ONLINE SHOPPING ADD TO CART/CHECK OUTRICH MENU CHAT AND SHOP
Central use LINE as one of their e-commerce platform by using bots and staff to facilitate users. Shoppers
can browse through, make purchase and also request for product details with
”Chat and Shop” feature which allow users to communicate with chat agents to provide exclusive shopping
experience at home
Using rule-based chat bot and staffs to facilitate users. Shoppers can browse through, make purchase and
also request for product details with “Chat and Shop” feature
COMMERCIAL BASED : Central
Line – the
social network
– was a great
enabler

9. BYAPRIL 30TH
…and we continued to commission work, but from different agencies.
Instead of…. New projects are…
Omnichannel enablement Free delivery from all stores
Temporary D2C warehousing with new packaging and fulfilment
options
Enterprise e-commerce New Line Official channels + stores
Launch of Instagram shopping
Rapid websites built on low-cost Shopify platform
Shopping on Facebook Messenger in Vietnam
• Beta: payment via c/card
Store and brand launches Marketplace launches: Thailand, Singapore, India, (China)
New technology
infrastructure
Potential brand partnerships / loyalty programme alliances
Within a few
months, the
focus was
very different

10. FUTURE IMPLICATIONS
FOR RETAILERS AND THEIR AGENCIES

11. INFLUENCERS
So quick and
easy, brand
guidelines don’t
always apply,
comes with an
audience

12. MEDIA PARTNERSHIPS
Here’s
something
that was a
step on from
influencers I
liked

13. TALENT SHOW OPPORTUNITIES
JASPAL x SUPERMODELME
THE PROPOSAL
Fa hion Fo a d
In this stunning photoshoot, the Models will be dressed in high-
fashion outfits from JA PAL Collection. With the backdrop of a
cafe or living room furnished with JASPAL EthanAllen pieces
partnered JA PAL beautiful high-fashion and ready-to-wear
collection, this shows viewers that getting amazing pieces for
both their wardrobes and home can be easily accessible by
shopping through JASPAL Group.
O P T I O N # 2
P H O T O
C H A L L E N G E
Toe The Line
A m del life can take one to breathtaking heights or death-
defying scenarios, placing their love for the work on the line. In
this thrilling task, the Models will need to conquer an elevated,
narrow catwalk constructed 10-meters above ground. Donning
JA PAL beautiful high-fashion and ready-to-wear dresses, they
will need to face their fears and display the utmost confidence as
they take high-fashion to new heights.
T A S K
O P T I O N # 1
And a few
steps on..

14. MARKETPLACES
A quick way
to launch new
channels in
new markets

15. WHAT WILL RETAILERS BUY NOW?
1. Launching a new channel (communications, social commerce, e-commerce,
marketplace, clearance)
2. Introducing new customers
3. Generating unique lifestyle content
Buying outcomes, not services
Agencies as enablers

16. WHAT WILL RETAILERS BUY NOW?
4. Enabling tech/tools to help us (NB: free trial, immediate install, monthly fee,
configurable)
5. Taking smaller steps, then the enterprise ones later (popups)
6. Glocalisation (PR, content, events, e-commerce production)
7. Remember global franchise partners have budgets too!
Echoing Katie Street’s advice:
“Would you like to get involved in this project?” not “Would you like to
buy our services?”
(www.street.agency)

17. THANK YOU.
Johnny Morris
GROWING UK RETAIL BRANDS
https://www.linkedin.com/in/johnnymorris/
johnny@theretailcmo.com