The explosion of digital is forcing retail brands to transform their relationships with shoppers.
Retailers and brand marketers face a hugely complex and fragmented new world. As the uncertainties of the global economy create a sea of change in shopping behavior, the digital world has been exploding. Shoppers are approaching their decision making with a whole new bag of tricks to guide them.
It used to be that the path to purchase was linear A brand would build brand affinity outside the store, help drive traffic to the store and then engage with a call-to-action to trigger the shoppers to put the product into the shopping cart.
Now, with all of the digital tools at the consumer’s disposal, the path to purchase is more of a circular one.