The Future of Engagement is Purchase
In the digital world, engagement and eCommerce are becoming increasingly intertwined. Nowhere more so than in China.
Brands used to be built at the Point of Engagement and sold at the Point of Transaction, and the role of media was to shorten the distance between the two. But in today's connected world, these points are merging.
On the one hand, modern eCommerce platforms can be both brand building and transactional. In today's digital retail environment, where shelf-space isn't an issue, brands are using their in-store presence to build elaborate zones where consumers can engage...