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Carat and Synovate team with The Drum to name 2012 as The Year of Retail


By The Drum Team, Editorial

November 18, 2011 | 3 min read

The Drum has joined forces with Carat, the world’s largest independent media specialist and Synovate Retail Performance, the global research consultancy, to name 2012 as the Year of Retail.

The project will begin on 28 November at Carat’s London base where leading client companies will gather to hear the scope of the project, which will include four separate research studies into key areas of the retail market.

Helen Adcock, marketing director for Carat (pictured), told The Drum: “Quite apart from the time of year and the rapid advance and influence of social media, the retail sector has been through a tumultuous year – it’s been harder for longer for many- and there’s no sign that this state of flux will disappear any time soon. We wanted to harness the expertise in the agency and also access some of the best minds in the business in a bid to try and understand a little better what has gone before, what is happening currently so we can be better informed about what might come in the future and how we might help clients plan for those challenges.”

As part of the project leading retailers, as well as experts within Carat and Synovate, have already been interviewed for a video that will highlight many of the key issues facing retail.

Said Adcock: “We have had a very positive reaction from clients. However, these issues don’t just have resonance with traditional retailers, the impact is much broader reaching – we have clients operating in a number of categories and the interest from all sectors has been phenomenal.

“The challenges facing the sector are huge. They range from ‘bricks and mortar’ issues of real estate and rental values and how to make the shopping experience relevant and engaging, to acknowledging the demand for content and personalisation, rapidly increasing connectivity between consumers, brands and each other, the very real financial pressures facing so many people in the UK today - the pressures on retailers are so wide ranging it’s both fascinating and daunting.”

Over the course of 2012 Carat and Synovate will hold a series of breakfast briefings where findings in each stage of the research will be revealed – which will culminate with the publication of a white paper at the end of next year.

Those wishing to attend the launch event at the offices of Carat, Regents Place, London, can apply for a place to

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