Retail is no longer business as usual. As the definition of retail continues to evolve, brands must find new ways to connect with customers in ways that are more personalized, relevant, and meaningful. The number of purchase points is exploding and social networks offer new sources of influence. Family, friends and celebrities affect and inspire purchasing decisions, leading to customers buying something they desire from someone they trust in the moment. In order to stay relevant and win over customers, retailers need to understand their customer’s purpose.
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