In today’s retail environment, the past is no longer a predictor of the future. The unprecedented and seemingly unending changes in technology and consumer behaviour combined with the proliferation of media and products are challenging the traditional ways of doing business.
For retailers and manufacturers, knowing how, where and when to engage consumers along their journey through the complex and media-saturated retail jungle has never been as critical.
Choosing the right path
Most consumers use more than one channel in making their purchase decisions. As they travel along this journey the challenge is knowing which channels engage them and trigger the impulse to buy in the quickest and most compelling way.
The solution is not to do the same things in different channels, but to adopt a smarter, more direct and cost effective approach which aligns and exploits the relative strengths of each channel.
