Assessing shifts in shopper purchase behaviour – how digital media has changed consumer expectations

Philip Bonanno

There has been a seismic shift in how consumers gain access to and leverage information. While the digital impact has been felt across many sectors, the shift has had a particularly profound impact on the global retailing industry.

Assessing shifts in shopper purchase behaviour – how digital media has changed consumer expectations

Philip C. BonannoThe Leading Edge, Australia

INTRODUCTION

Nearly one decade into the 21stcentury, we have witnessed a seismic shift in how consumers gain access to and leverage information and each other. While the digital impact has been felt across many industries and sectors, one of the most profoundly impacted has been the global retailing industry. The nature of this impact is central to this paper and subsequent presentation. To be clear, this paper is not focussed (at least, not entirely) on how on-line...

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