This paper argues that retailers must stop shouting at consumers and start conversations with them. The trick is to understand better how consumers use various media touchpoints and how this affects their `engagement’ (defined as being largely emotional, with enough rational elements to get past logical gatekeeping); only a consumer-centric point of view provides this understanding.
Move from sales pitch to conversation with consumers
Robert Passikoff
You don't have to be a researcher to have noticed the shouting going on in the retail marketplace. Signs hang in every window screaming discounts: '60%, 70%, 80% off!', or 'Buy one, get...
