The future of shopper marketing: From retail to relationships

Retailers can no longer control the shopper context, as mobile technology means shoppers research and buy products in multiple and changing contexts: shopping now moves with the shopper through their daily life.

The future of shopper marketing: From retail to relationships

J Walker SmithThe Futures Company

There is nothing fixed about today's shopping experience, from shopping on mobile devices to different shopper mindsets depending on the time of day, it is all now fluid as J Walker Smith from The Futures Company discusses.

The biggest change in retail ushered in by all things digital is the shift from fixed to fluid, and with it, the rise of person-to-person relationships as a first priority for retailers.

Digital has made everything about the shopping experience more fluid. For example, location has...

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