From multichannel to Total Retail

This article sets out the need for a 'total retail' approach to shopper marketing, rather than a multichannel approach, with a strong central brand and consistent consumer experience.

From multichannel to Total Retail

Matthew TodPwC

Admap: Total Retail

This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.

Mobile shoppers now research, compare and purchase products anytime, anywhere, so organising marketing around retail channels is redundant. Instead, the focus needs to be on the customer, ensuring that the brand experience and logistics are uniform across all retail touchpoints.

Retail has always been at the cutting edge of the digital revolution. Most consumers' first experience of the power and potential of digital was through buying something online, and high-street...

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