In the current retail market the rules of brand engagement are in a continuous state of flux. The speed of this change has lead to a lot of knee jerk reactions from retailers as they seek to integrate digital into their offer.
But where is the framework that helps define the real necessity of in-store interactivity? How can we tell when the integration of digital into a retail environment will eventually result in a real measurable and tangible difference.
The methods of retail engagement within a store environment have always relied on the relevance and desirability of the product offer, its price position, and the attraction of its presentation display. Finding the right balance between these methods generally has us reaching for our wallet and moving to that final goal, the moment of purchase. Read More