Brendan Byrnes: We were talking about retailers earlier. They're one of the things that's getting increasingly disrupted by e-commerce. All you have to do is look at what Amazon stock has been doing in the past year, versus your Best Buys, RadioShacks, hhgreggs. What are some ways that retailers can fight back? You say retail is everywhere. Are there some good examples of that?
Ann Mack: Yeah, there is a great example. Everything is becoming retail. It could be a flat surface, it could be a bus shelter, it could be a magazine ad; everything is becoming a retail channel.
An example of this is the shoppable wall. Earlier this year, for Fashion Week, Glamour had a shoppable wall, featuring many of its advertisers such as Johnson & Johnson, Unilever, John Frieda, and so on. It featured 2D barcodes that you could scan with your phone to buy those products. You don't need a physical location, necessarily, thanks to mobile technologies.
