Will consumers want sensory-filled, in-shop experiences, or the convenience of online shopping? We don’t yet know. However, their changes in behaviour, triggered by the global pandemic, have shown us that brands must now ‘break the screen’ by closing the gap between digital and human experiences. Here’s how.
During the devastating last year, COVID-19 has disrupted both lives and purchasing behaviours globally. Our options quickly became limited and the way people made decisions changed. Before the pandemic, in-store purchase decisions were typically emotional. Now, people shop online to reap its rational benefits of convenience, value and precision.
It is tempting to think...