27 Mar Shopper Engagement: Progressive Transition
The continuous evolution of the retail space has made the shopper harder to identify and target. Brick and mortar establishments aren’t disappearing, but the traditional shopping experience is advancing. The appealing convenience of e-commerce is influencing customer decisions and expectations, meaning marketers are being challenged to merge the digital and the physical into a seamless, personalised experience.
Presence is fundamental. Time and place are critical. Knowing your shopper and how to engage them along their shopper journey needs to be understood and defined.
Brands have to be visible when consumers are ready to interact. Brands must work with the retailers to build an ecosystem of presence. Brands need to organise themselves around consumption and the lives of consumers, therefore defining the inter-dependency between the digital and physical. This can be achieved by Defining the Zero moment of truth.