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29 September 2021
Cultural commerce: Where branding meets buying
Purchase behaviourE-commerce & mobile retailCustomer experience
The convergence of shopping opportunities with cultural inspiration has accelerated and is set to impact marketing; Initiative’s Jasmine Wong looks at how.
Why it matters
Cultural commerce builds the brand and closes the sale in the same experience, and brands can expedite branding into actual purchase by borrowing from both the principles of brand building and performance marketing to engage consumers and motivate them to buy at the same time.