To reach today’s connected consumer, the quickest — and smartest — path to purchase is not a straight line. While the classic path- to-purchase model dealt only with the time when consumers were actually in active shopping mode, thanks to the Internet, smart phones and other technology, it’s tough to find a time when people are NOT shopping.
That makes a coordinated, multi-channel effort to reach the connected consumer crucial to a bricks-and-mortar retailer. Despite the vast number of online opportunities, the key connections still happen in the store. But those in-store connections have to evolve to combine the key factors of the online consumer experience with those that can only happen in-store.
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