Shoppers are switching between multiple traditional and digital channels at various touch-points of their shopping journey.
Shoppers are using more digital vehicles at the expense of traditional ones… at an accelerated rate. To align with this, organizations and brands across industries are shifting an increasing amount of their marketing budget into digital channels. However, this shift in investments should be based on strategies that can – (i) integrate activities between traditional brick-and- mortar stores and their digital extensions (ii) elevate engagement with shoppers, and (iii) optimize the marketing mix, budgets and ROI. Regardless of how shoppers interact with retailer’s traditional or digital touchpoints, they should have an integrated, consistent and seamless experience.