Once upon a time there was ROPO (Research Online, Purchase Offline), now consumers are simultaneously online and in the shop and more often are using the shop to try and touch the product and use online to get discount opportunities. Retailers need to catch...
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Once upon a time there was ROPO (Research Online, Purchase Offline), now consumers are simultaneously online and in the shop and more often are using the shop to try and touch the product and use online to get discount opportunities. Retailers need to catch all the attention of the customers on their premises.
Retailers need to link the physical space of the shop to the virtual space of mobile and web offers and services, measure consumer behaviour in the physical as in the virtual space in order to win the customer attention and offer a contextualized and personalized experience, gain insights and feedbacks to continuously improve their communication and promotional strategy.
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