Digiday Research: Brands are relying less on retailers

At the Digiday Retail Summit in February in Austin, Texas, we sat down with 53 retail executives to learn about how Amazon affects their businesses. Check out our earlier research on media buyers’ concerns about transparency and ensuring campaign performance here. Learn more about our upcoming events here.

Quick takeaways:

  • The number of retailers that sell most of their products through brick-and-morter retailers dropped 12 percentage points since 2017, according to two Digiday surveys.
  • Retail executives in Digiday’s February survey expect Amazon to threaten both wholesale and vertical retailers.

Sales from e-commerce grow, while department store sales decline
2018 has already been a devastating year for retailers. More than 3,800 stores are expected to close in 2018, with companies like Walgreens, Toys R Us and Best Buy announcing plans to shutter failing stores. The number of retailers that sell the majority of their product in department stores has plummeted. Only 19 percent of respondents to the survey from the Digiday Retail Summit say department stores are responsible for the majority of their sales, down from nearly a third of respondents at Digiday’s July retail summit.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.