Over the past several years, retailers have had to adapt to new rules of engagement. Their customers are at once empowered, demanding, skeptical, and value-oriented, and they are flocking to social networks, online forums, blogs, and digital apps to satisfy their hunger for objective guidance and entertainment. In order to stay on their customers’ radars, retailers have had to shift from a focus on driving transactions through sales channels to engaging shoppers across many touch points, some of which offer no direct ROI. Retailers have invested heavily in keeping shoppers fully engaged with their brands and many have graduated from gap-filling and moved on to building arsenals of options that attract and bond with shoppers as never before. Read the rest of the article.
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