Industry Strategic Challenges
The sweet spot in retail marketing is finding the moments when shoppers are most open to inﬂuence. In the age of the digital consumer, finding those moments—and responding eﬀectively—is increasingly complex.
Today's environment is far more ﬂuid. The decision making process is less linear, the journey more circular. There are many more potential points of... inﬂuence, driven by the vast number of product choices, digital channels, and resulting touchpoints (online and offline), coupled with increasingly savvy consumers.
While many shoppers start by researching online, most purchases are made in-store. And consumers who shop all available channels spend more than single-channel shoppers. Brands that reach consumers when they are most open to inﬂuence are the most likely to convert digitally empowered consumers into purchasers. But they must first understand their shoppers.