A new type of consumer has emerged: The “omnishopper,” one who browses and buys across devices and screens, online and offline. This is causing the world of online and offline to converge as retailers and brands seek to transform their businesses to reach, know and inspire these shoppers.
So how do retailers and brands adapt? Can they compete with giants like Amazon that offer easy, integrated shopping experiences that consumers want? One thing is certain: Data is the secret weapon. Having more of it and using it the right way doesn’t just win battles, it wins the future.
Data is required on a mass scale and it needs to be granular—not just what shoppers purchased, but what they viewed, on what device, on what day, during what season, how they arrived on that page and where they went next. With data in-hand, retailers and brands can then take the next step and successfully activate it to generate sales.
This story is from the October 16, 2017 edition of ADWEEK.
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This story is from the October 16, 2017 edition of ADWEEK.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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