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Consumers no longer just shop at the retail store. With an abundance of product information and ability to gain opinions of other consumers, consumers use the Internet as a critical part of their shopping process. This trend has accelerated after the recession where consumers take more time to scrutinize their purchases. Consumers that use more than one retail channel are coined the multi-channel shopper. They are more profitable and loyal.
This presentation addresses the following key questions:
• How do Canadian multi-channel shoppers behave?
• What are the expectations of Canadian multi-channel shoppers?
• How have other retailers and manufacturers effectively engage multi-channel shoppers?
• How should retailers or manufacturers effectively engage their multichannel shoppers?