Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider

Jeanne Danubio and Nikhil Sharma

Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.

Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider

Jeanne Danubio and Nikhil SharmaNielsen

Introduction

Success in the digital shopping environment requires a deep understanding of shopper needs, how a product category gets shopped and the ability to cost effectively deliver a product to the consumer.

The digital revolution has transformed industries like music, books and travel almost entirely because e-commerce solutions delivered shopper needs in ways that traditional channels couldn't match. Gone are the days where we had to buy an entire album because of a particular track. With iTunes,...

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