Marketing retail: The omnichannel challenge

This article introduces a series of papers on marketing retail and its inherent challenges, including digitisation, omnichannel expectations from consumers and low-cost competition.

Marketing retail: The omnichannel challenge

Colin GrimshawWarc

Marketing Retail

This article introduces a series of articles on marketing retail. Read more.

The commercial pressures on retailers cannot be overstated. Transformational change is needed in most parts of their business as they attempt to thrive, even survive, in a swirling world of shifting consumer patterns.

Only quite recently the shift was to out-of-town retail parks where vast hypermarkets were built to satisfy busy people who wanted an infrequent one-stop-shop expedition for all the family. Now the trend is to more regular shopping in city-centre/high-street mini-markets, leaving in its...

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