Every Which Way
Every touch-point must provide a cohesive brand experience. By Holly Pavlika. The lines to the path-to-purchase may be jumbled, but never has there been a more exciting time in retail, as burgeoning technology and the connectivity of social media transform shopper marketing.
The concept of the "always open" store and "always on" content is fulfilling today’s social shopper’s rational need for in-depth product information and their emotional need to be inspired and share common passions with the brands they love.
But this brings all sorts of new challenges to retailers who never know how, when or where today’s shopper will make their next purchase. Will it be by mobile or online with pick-up at the store? Or will it simply take place as an old-fashioned trip to the store? continue …