# Why the Retail Experience Will Be Better After COVID-19

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=isBaLLPKwM4
- **Дата:** 06.11.2020
- **Длительность:** 28:40
- **Просмотры:** 46,271
- **Источник:** https://ekstraktznaniy.ru/video/17636

## Описание

The retail market has seen very little innovation in the last 20 years which has been a huge opportunity with the mainstream adoption of the internet. Now that the pandemic has forced everyone to stay at home, and people are becoming more and more comfortable with online shopping, retail stores need to use this as an opportunity to innovate their shopping experience or they run the risk of going out of business. in this interview, Gary shares his thoughts on the future of retail in a post-pandemic world, and some of the ways retail stores can innovate the retail experience to compete with online shopping. There is a ton of value here for both online and retail businesses so make sure you watch to the end and leave a like if this brought you any value... Enjoy!
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## Транскрипт

### Segment 1 (00:00 - 05:00) []

i'm excited for the future of retail because i think that you're going to see a ton of new concepts at stores that are going to be like fun like i'm excited to go to retail in 2035 because i know they're going to be forced to do more than just have it there you got your perspective i just want to be happy don't you do you think there have been any kind of major winners over this time either people or brands who kind of taken and ran with this a hundred percent i mean you have a whole slew of micro entrepreneurs that started mask brands and things that nature and then at the macro level you have direct consumer brands that have massively succeeded during this time anybody who's in the dtc or e-commerce um infrastructure game has benefited greatly and those who are not and have relied on physical um situations has struggled to some degree so you know there's been um there's always winners and losers when there's a sea change and um i think the biggest winners are um direct to consumer infrastructure businesses whether it's the delivery mechanisms aka the pipes and the shovels and things of that nature or brands that are within that ecosystem so i guess one of the positives um out of all this is it has forced some brands who are resistant to kind of i guess jumping feet first into digital marketing and social media gets serious do you think that will ever go away again do you think there'll be a natural correction once the pandemic is over or are we here to stay there has been a sea change i think we're here to say i think they'll be uh back to for using water there's some leveling down but it won't go to pre-covered levels i think a lot of people have come to learn the incredible importance of you know communicating in a modern way um and so no i think a lot of brands have built up new muscles and um it's kind of like adding leg workouts or cardio workouts here to your workout regimen you're going to now you know factor it in um and i think you know the most conservative will go back at some level to you know some of their old ways but i think the majority of organizations have realized there's incredible opportunities in some of these digital landscapes and i think they'll go deeper into those waters so then kind of the same question but on the other side of things has this affected how people consume content and interact with brands is that going to be a lasting effect as well yeah i mean i think yes i think people have discovered a lot of new things whether it's tick-tock whether it's a new ott platform like peacock or if they've added one whether that's hulu most people have netflix um uh i think that interacting with brands from a you know how do you buy them standpoint has changed dramatically um i think people have discovered new brands because they're in their phones and their feeds a lot more um i think video infrastructure i mean this interview there's a 50 chance that maha and i would have booked this on one of our two or three trips a year and we would be doing this over a coffee i think i think all of us are dramatically more comfortable with video conferencing and um and i think you'll see the effects there do you think that's going to spill over because you obviously do a lot of events you kind of talk at a lot of different events is this going to spill over into that space um yeah i do i believe it will and i think you're seeing that as well i think you know you'll have more virtual conferences um i think there's a sea change i do think humans inherently in our depths of being animals like being around each other so i do think you'll see in 24 36 months plenty of concerts plenty of conferences but i do think you'll have additional virtual events and i think that some of those uh conferences and concerts won't come back i think that one will be a smaller percentage but i do believe that yeah i do believe that's the case so then kind of on that i think this pandemic has put an awful lot of uncertainty into people's minds and i think even the most die-hard self-starters right now might be doubting themselves

### Segment 2 (05:00 - 10:00) [5:00]

so i was kind of wondering kind of on that theme if in your journey did you ever doubt yourself or have you ever been scared that a business decision or an investment might fail um i've been thoughtful in knowing that i was doing things that were high risk and had a potentially high percentage chance of not succeeding but i either a needed to taste it like i just genuinely needed to um see it through like i was just too curious to not do it um i don't really fear i've never done anything in business that if it fails i have to remarkably change my lifestyle i have to sell my home i have to you know i've never done that kind of behavior and then even more importantly i've never been scared to play humble meaning humbly accepting defeat and definitely humbly in my lifestyle so i've never um worried about that i mean that fear in business has almost never been a variable for me um and so the answer is not really and i think it's important for people to hear this i'm not saying that i always think it's going to be great and i'm overconfident it's just that when i know i'm in losing situations or potential losing situations i mentally uh corked my wine social network from 2009 failed felt very confident that it might because i wasn't running the business i was i bought it i put somebody in place i was stretched in between wine library in the start of vaynermedia and i just wrote a book like i knew that it might not work and i would lose money that's what happened um you know uh buying something called lost letterman a sports media site failed when i integrated it into vaynermedia years ago but um but i wasn't concerned about it because i learned a lot which led to me making the acquisition of purewow. com and building a true media conglomerate uh vayner live and vayner events failed twice i had you know executives one who's still a tremendous friend it just didn't click and another one that she went on to wanting to do some stuff on her own um but i've learned a lot about live event marketing and feel very confident that when i get into it uh if i'm now in a different place and all of those were losses six or seven figure losses but didn't put me out of business and and taught me quite a bit and more importantly not the kind of thing that i feel any shame or concerned about um i'm thrilled for the executions and the learnings and the fact that i get to play for another day and i think more people need a great relationship with losing and fear when it comes to business i think people have to recalibrate it i think too many people struggle with outside opinions about their wins or losses for me i try to keep it in a very narrow pocket of like the cheering and the booing is all kind of the same and i just got to keep focusing on the goal at hand i was gonna say you're um you come across as quite a self-confident person um and you're more than happy to bet on yourself um and again that kind of not listening to other people's opinions is effectively kind of why where does that come from because i think a lot of people right now i think really good parenting yeah you know i mean dna for sure at some level but you know my mom created a very confident and consequence-driven environment uh meaning she she reinforced my kindness and who i like they all caught up quote the right things but there was enormous amounts of merit you know uh when i would have a bad baseball game i would remember i would try to come up with an excuse she suffocated it when i got bad grades i would be grounded so there was consequences but there was a lot of confidence and and i honed my skills you know i think entrepreneurship got so cool business got cool in this last decade and a lot of people jumped in but a lot of those people were artists students a lot of those people um you know grew up in a manner where they did other things i have been honing my business skills since i was six years old for real like truly 80 70 60

### Segment 3 (10:00 - 15:00) [10:00]

of my childhood was shoveling snow for five bucks making lemonade and selling it all day washing cars like literally washing cars um it was that like that that's what i did you know one summer was spent strictly building a miniature golf course in my friend's backyard and then selling tickets to play the course like you know it was and then once baseball cards and sports cards kicked in at 12 11 it was game over that was the next six years of my life and then by then i got dragged into my dad's liquor store and started doing you know son of a you know the son of a merchant life so i've been in a business cocoon my whole life at 44 i'm a old man in business terms because most people get into the game in their 20s so i feel like a 65 year old from an experience standpoint so then i guess what would be your advice to someone i guess thinking about potentially starting a new business or someone who maybe has just started a business and is getting hurt because obviously they can't make that experience they can't conjure it out of thin air meaning as in if you can rely on the fact that you have been kind of in business for so long um which allows you to be self-confident is there any way for someone who may not have had that experience do i guess i don't know yeah no i think it's a great question no i understand now i apologize uh look you can't fabricate it so i think the number one thing is you go in recognizing you're naive i do that quite you know it's funny i appreciate the confidence um statement but i will tell you i really enjoy humility too like i like knowing i don't know i'll give you an example right now i'm incredibly hot on sports cards i've been talking about it a lot and we're seeing it all over i actually sold a bunch of messy rookie cards uh excuse me i bought from somebody in dubai so this is starting to get global especially with proper football being a global sport and we're starting to see soccer mumbai i mean you can't imagine what's going on with his cards and stickers nonetheless i had a seven year career being a baseball card dealer from 11 to 18 and two years ago when i realized something was happening i spent six months reading and learning before i jumped back in and i had a lot of context yeah but i had the humility to know that i was rusty and there was a lot of things that changed so to the person that you're asking i would tell them to go in with naivete which is a strength a lot of times but with deep humility and you know i see a lot of these well-educated kids of wealthy and successful um go in and think they're gonna kill it and their overconfidence and lack of experience disproportionately ends the game before it started to read up um so let's talk about this new world order for a second um everyone is buying and selling things online right now and i think that what has happened is it that kind of broke the habits of even those who previously preferred to go to physical locations does this spell the end for traditional brick and mortar is this the final nail in the coffin no no i think it well it's the nail in the coffin for certain brick and mortar brands that have terrible leases no real dot-com infrastructure and they're finished but what you're gonna see is you're gonna see the leases restructure you know it's all supply and demand if you've got a you know and i think you'll see retailers re-innovate i think we're going to have a i'm excited for the future of retail because i think that you're going to see a ton of new concepts at stores that are going to be like fun like i'm excited to go to retail in 2035 because i know they're gonna be forced to do more than just have it there yeah and so i think you'll see more things like genius bar right you'll have more you know help more you what i would call utility yeah i think you're gonna have more entertainment i mean think about this if you're a beauty brand a store retailer and you want to go after alta and sephora i would do something where i created an a beauty influencer inside my store 300 i would call my brand 365 beauty and the concept is all 365 days every store has a major beauty influencer in that store doing product signing demos like you can i just made that up on the spot so like you know to me that you're gonna see people innovate and so i think to your question yes brands that we know lord and taylor

### Segment 4 (15:00 - 20:00) [15:00]

you know you'll see some big brands that everyone grew up with toys r us go in america many in dubai that will quote unquote go away what i think you'll see come from that is a whole new breed of experiential brands um and paying leases that they can afford with margins and i think it's going to be pretty cool actually to be honest with you it sounds like you're describing physical retail locations as a platform a hundred thousand percent because we're not going to live we're not at the vr stay in your home for life stage yet you know and so i don't see a world where we don't have retail as a meaningful part of the component i just think it's not as we know it today and guess what retail looks a lot different than it did 50 years ago and in a weird way it doesn't and that's why i think it's time to see a huge reset so uh media brands are feeling this as well um basically anyone who relied on selling eyeballs to other brands to make money and obviously you know a thing or two about kind of the advertising industry um and getting people to engage with your content so i guess the quick the question is can anything be done um to save traditional media no i think you're seeing the same thing you know look traditional media again newspapers are still being printed i'm not sure that i would have believed that in 1995 so what that experience taught me is look things get dented they don't die right and so um to me give me one second i just want to write that down i like that things get indented i wrote it down too um so i think traditional media will get dented what do i mean by that network and cable as you and i know it i think will get dented because ott will eat up a lot of that but i do think in 15 years there is cable and network tv i just think that it's looks like newspaper now like it's like i don't think you and i know a whole lot of 40 and unders that read the newspaper every day no um but i'll even pick up a newspaper at a hotel and read the front page for two seconds or skim it but it's like an afterthought and you have 70 and 60 and 80 year olds that will read it and so i think that's what you'll see i think ott internet video will eat up uh cable and television as we know it and then i mean if you're saying traditional media if we're talking marketing i mean it's incredibly crazy to see something made for a television commercial i'm hoping that you know with ott people will make longer form videos more creative videos but the format looks to be sitting the same which is you're trying to watch this hulu show or this show on roku or amazon or netflix you know and here comes a video for five seconds to interrupt you yeah so the format hasn't changed a whole lot just yet but i do think the context of the platforms and the targeting capabilities that these you know you're going to be able to target on television the way that you target it on facebook and instagram and i think that's going to create a whole new variable that i'm excited about marketing in so what about because obviously you are in the media space as well uh how is purewow doing uh how is that done over the past couple weeks and months quite well actually i think last year was an interesting challenge for the gallery media group which also houses 1 37 p. m we launched a podcast you know platform where we have multiple shows so we're doing a lot of investing which always leads to financial challenges we had a little bit of we had some shake up at the you know sales team level and it's actually been remarkable ryan harwood and i talk almost every day now about the notion of like it's stunning to see how successful we've been able to be during this time now there's a reason gallery media group aka purewow in 137 we sell content driven advertising more than banners and emails and right now everybody's in need of content because they can't do live action yeah for commercial things that nature so and we and to be very frank it's also been our own behavior we've been able to spend a lot more time with senior executives on zoom and all these platforms and have absolutely been able to make bigger relationships and create business opportunities uh for ourselves so i guess to move from brands to individuals you know i know that it's certain influencers have also been hit a little bit because again anyone who gets paid to get eyeballs onto products um do you think that they're gonna

### Segment 5 (20:00 - 25:00) [20:00]

bounce back much quicker than again a brand or a business i would argue they have back bounced back i think those articles may be something you're referring to is a little premature i think if you go talk to the top 5 000 influencers the way i kind of pay attention to and they have they've like there's individual influencers who've been affected but that happens every day covet no covet yeah but um you know the top influencers have been doing just fine yeah well i guess it's natural to move on now to uh which appears to be one of the kind of bigger biggest winners of all this you know with their sudden captive hungry audience and there's obviously no doubt that it's really boomed but obviously there's an awful lot of uncertainty which seems to be coming out in in almost real time now i think uh it could be banned in the u. s microsoft has now said it's interested um and the news changes every day but i guess the first question is what would you say to people who have boomed on the platform um and are now facing the uncertainty of it may be banned and that may all go away proof i hope that they've been listening to me and other people who've been yelling for a long time that if you're not diversifying you're vulnerable you know vine went poof snapchat's growth was stagnant you know dane cook and tila tequila were superstars on myspace um you know uh i i believe that you need to be everywhere but not beholden to anywhere okay and um and if you look at the top stars addison ray charlie and dixie dimiglio they've been able to build unbelievably large audiences in other places like instagram and youtube and twitter so i think they're incredibly um well positioned but i'm sure for them like all of us nobody wants to lose the platform that they're most engaged on or winning on but i always i also reminded a lot of tick tock stars that i spoke to during this time you know if that platform disappears well all those eyeballs go somewhere and they're going to be spread between instagram and youtube and twitter and so keep that in mind and so you know it does look like there's a deal to be had now with tick tock and microsoft in the us we'll see i mean obviously we have a very unpredictable you know political situation in america so um i'm not sure but i'm prepared for look i'm prepared for the internet to be banned yeah you know like then i'll go outside and make signs like you know like to me like you know it is what it is and so you just have to adjust just like i promise you nowhere on my roadmap was covid sit at home for a year yeah um i'm a counter puncher by nature and i think every influencer every business person every executive every entrepreneur needs to take on that mindset because you're just not in control of everything so then if you're a business or a brand or an influencer and you're not yet on tick tock is it worth waiting for all this to blow over or do the rules still stand i think the biggest thing people miss is of course it's worth it here's why learning how to create on the platform will help you on the next platform you know it's like if you missed why this worked you don't have the consumer insight to why it worked thus making you vulnerable to the next thing yeah so this is not about selling stuff on tick-tock or massing a million fans this is about understanding why billions of people like something so that you can then make other decisions going forward i believe that my momentum as a marketer continues to grow because of my understanding of mediums so what appears to be working on tick tock then from your content in your experience what what hasn't what has attracted so many people there and what sort of what does it take to go big i think the ease and the lightness of it is very you know the music and the trends make it easier for people to be content creators i think it's given people training wheels you don't have to necessarily be able you have do it all yourself the filters and the music puts you on third base so the production value that comes along with the platform inherently has put people on the platform i think being authentic works so i think a lot of people um are winning because they're just being their natural self and people like authenticity a lot and so that i think is really working and i think people that are not working are people that don't like to dance that are

### Segment 6 (25:00 - 28:00) [25:00]

dancing because they think that's what's working i think what's not working is trying to fit into something that isn't you i'd rather people do what they think you know what they know so another big winner of the last couple months has been esports and now obviously there's a lot of intent um increased attention on esports leagues um and by a lot of people who i guess never thought that they would be interested in it and i know that you have taken the vested interest in it um do you think that it's gone it's gone mainstream do you think this is it now looking back yeah and again to be frank i feel like that was the case pre you know that obviously i invested in the minnesota rocker you know uh league and the call of duty league prior to covet i think all of this was inevitable i think the esports landscape is going to continue to grow and um yeah i mean i think this was all kind of inevitable so i guess kind of what's next for for you you know you've said kind of previously that you know we're probably going to be staying at home or at least you guys are um for the foreseeable future and obviously next year is going to be affected um have your kind of plans changed not too much you know watching consumers looking for opportunities running the vaynerx world it's a big world uh you know obviously the speaking bureau vayner speakers has been affected the most production vpro vayner productions second everything else is kind of humming along um obviously with singapore and london we have enough globalization that certain markets may shift and do different things um but no i'm just kind of focused on what i do which is build and operate businesses and look for opportunity and that's where i'm at well then i was actually going to say because we talked about it a little bit earlier um i've kind of been following websites like um it's like taobao and kind of the services consumer we're not consumer to consumer uh brand to influencer all live stream shopping is that something it's something that's gone kind of gangbusters in china uh that's 100 gonna happen in the rest of the world a hundred percent qvc at scale is something i've always believed in yeah and um i uh i couldn't believe in it more um so kind of this is it this is the last question um and it's one close to my heart because i have over the pandemic started a youtube channel which is a bit of an experiment because i think deep down people want to interact with people and not necessarily brands and i was wondering if you agreed with that um and what advice you might have for me or any other fresh-faced youtuber or would-be influencer out there yeah people you know there is no brands there's usually people with a brand right there's no like baseball bouncing around it's me with the baseball so yes i agree with that i would say put out what you want to put out and then read the comments and reply to the comments it's the community that creates the blueprint of success and i think too many people miss that part of it well perfect well thank you very much thank you for having me no worries stay safe you too my friend hey everybody on youtube first of all thank you so much so humbled for your time i don't want to watch but time is the biggest asset so thank you for watching that video if uh if you got some value out of that there's a plenty more where that came from feel free to check it out