A brave new retailing world?
The customer trajectory is changing – multi-channel is now the buzzword that is posing new challenges for retailers. Consumers now expect an emotional shopping experience – and communication that presses their buttons at every touchpoint.
The increasing importance of online business is forcing bricks-and-mortar retailers in all industries to confront major challenges. Nowadays, no customer needs to go to the store to buy clothes, shoes, electrical goods, books or anything else. What risks – and what opportunities – does this development bring with it?
Multi-channel is the magic word for many retailers and, just like sales channels, the potential to use and network different communication channels with coherent strategies remains in flux.
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