The Next Age of Retailing: Learning from Influencers’ Strategies

Rosengren Sara, Campbell Colin and Rapp Farrell Justine
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Rosengren Sara: Chaired Professor of Marketing, Center for Retailing, Stockholm School of Economics
Campbell Colin: Associate Professor of Marketing, Knauss School of Business, University of San Diego
Rapp Farrell Justine: Associate Professor of Marketing, Knauss School of Business, University of San Diego

NIM Marketing Intelligence Review, 2025, vol. 17, issue 1, 18-23

Abstract: Typically, influencers are considered a promotional tool that can help retailers and brands draw attention to their offers. Their impact on the retail landscape is, however, more profound. Influencers are not just changing consumer behavior—they are forcing retailers to rethink their entire business models. The way influencers integrate their personal brand with their product offerings creates a powerful combination of trust, authenticity and relevance. Retailers can adapt by embracing a more community-driven approach, where they focus less on mass-market appeal and more on building deeper connections with specific customer segments. Furthermore, influencers have set new expectations for what a shopping experience should feel like. Their content-driven approach is immersive, dynamic and highly personalized—attributes that modern consumers increasingly demand. Retailers could benefit from replicating this by offering experiences that extend beyond the transaction. Retailers that embrace a more personalized, community-driven and experience-rich approach will be better positioned to thrive in an increasingly influencer-driven market.

Keywords: Influencer Marketing; Retailer-Influencer Cooperation; Personal Brand; Storytelling; Product Visualization; Relationship Building (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:17:y:2025:i:1:p:18-23:n:1003

DOI: 10.2478/nimmir-2025-0003

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