Shoppers’ adoption of digital technologies is fragmenting their relationships with retailers and brands. Competition for shopper mindshare is chaotic and intensifying, and shoppers are increasingly gaining the upper hand on where and how they engage. What’s more, shopper expectations often exceed retailer capabilities, and the shopper is becoming more selective, and therefore, elusive. To win in this environment, retailers and suppliers must REengage Shoppers, driving personalization without sacrificing scalable operations. Specifically, retailers and suppliers must develop a robust understanding of their targeted shoppers across all touchpoints to drive distinctive offers, curated shopper experiences, and contextual engagement.
This research, which represents the first of four pillars integral to our overall big idea for 2015 and beyond (REconfigure REtail: Strategies to Drive Competitive Advantage), can be downloaded here.