The future of shopper marketing: The future is Omni-channel

Rachelle Headland

Brands need to understand how shoppers are evolving in order to develop propositions that differentiate their brands.

The future of shopper marketing: The future is Omni-channel

Rachelle HeadlandSaatchi & Saatchi X

Omni-channel shopping is where reason and emotion meet. Retailers today need to determine how the different sales channels co-exist so they meet shoppers' needs and behaviours.

If I was to be controversial, I'd say there's no such thing as Omni channel, there are only shoppers and the understanding of their emotional behaviour and practical needs. However, the biggest obstacles to ensuring a seamless brand experience for shoppers are infrastructural in nature. Retailers are generally set up to deal with the physical environment – goods in...

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