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Converging the Retail Experience to Connect with the Changing Shopper
Today’s consumers are bombarded by information from the moment they wake up in the morning until they close their eyes at night. The radio or TV may provide the first exposure; cell phones and smart phones light up with text messages, blog posts and tweets; the Internet supplies unlimited access to shopper reviews and price comparisons; and retail lines have blurred as brands previously available in one store can now be purchased in a variety of formats. Today’s savvy retailers have responded by providing a multichannel shopping experience for their customers. But times are changing and the stakes are higher. Retailers focused on thriving in this challenging retail environment must now consider converging those siloed channels, enabling the shopper to interact with them how and when they choose.
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