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Brick and mortar retailers continue to face the challenges of attracting well-informed shoppers, who embrace the convenience of ecommerce, back to the physical stores.
Pricing, context, and personalization keep enticing shoppers to relinquish immediate satisfaction and the enjoyment of manipulating the merchandise before buying it, in exchange for the practical nature of online stores.
Point-of-sale data is often combined with the knowledge acquired through observation and lab work, to help retailers improve products, stores, and the overall shopper experience, but it lacks the understanding of the path to purchase, and it falls short of enabling engagement.
The new path to purchase calls for a full contextual, personalized, engaging, and well-informed shopper experience. One that fully reflects the expectations of the new shopper, who craves relevance over excess.
The intention of this presentation is to challenge the current state of the physical retail environment, while proposing the use of shopper insights to achieve effective, contextual, and personalize engagements in front of the product.