Mind the gap: bridging a disconnect between brand, consumer and shopper

This event report looks at how the convergence of online and offline shopping has frequently highlighted gaps in continuity of brand expression and the experience that a brand delivers.

Mind the gap: bridging a disconnect between brand, consumer and shopper

Jo Bowman

In their quest to attract new consumers and grow markets, many brands make some fundamental errors – and are missing out on significant opportunities to build sales and loyalty – the Omnishopper conference in Paris heard.

Linda Engel, shopper insight manager for North and West Europe with GSK Consumer Healthcare, said correcting basic mistakes could lead to huge changes in brand perception, penetration and people's willingness to pay a premium.

Engel spent five years working in Asia, where she says omnichannel shopping – using physical and digital...

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