Total retail: Technology and the shopping revolution
Omaid Hiwaizi and Frank WolframGeometry Global
Admap: Total Retail
This article is from the July/August 2014 issue of Admap, which focuses on 'total retail' marketing strategies.
Total Retail has come to the fore thanks to the availability of key technologies, at scale. These enable brands and retailers to create connected experiences offering value in the different contexts along the purchase decision journey. For consumers, every time a piece of innovation impresses them, an expectation is set in that context or category.
The convergence point of Total Retail is the smartphone,...