Amid the changing and complex consumer behaviour landscape, Accenture’s Kelly Brough looks at how marketers and brands can capture attention to enhance retail engagement in Australia.

• Attention is the consumer seal of approval and a fundamental part of business success because it represents revenue.
• As e-commerce moves to digital commerce, there are more consumer channels and more fragmented consumer attention.
• Excellent retail consumer engagement isn't difficult and the main advantage of digital platforms is the “behaviour trail” they leave.

Why it matters

With a goldmine of consumer data available, brands can use an omnichannel strategy...