Until recently, content and commerce existed in separate worlds, creating unreliable customer experiences and frustrating business users. But the rapid rise of the Connected Consumer, enabled by mobile technology, has changed the game forever.
Responding to recent growth trends, CPG marketers are looking to premium products to broaden their consumer audience and increase profit margin. But success, of course, begins with a keen understanding of consumers' perception of "premium."
Recently released "New Retail Democracy" research paints a picture of an "access anywhere, commerce anywhere" consumer that demands knowledge of what products are on offer, what inventory is available, in what location and at what price point.
Bad news/good news: Sure, showrooming is still growing, but stores are learning to turn the practice to their advantage. In one example, see how Best Buy uses "mini-stores" to combat sales going to competitive e-tailers.
When today's more sophisticated online shoppers abandon a shopping cart, it should not be assumed they're signaling an end to the shopping trip. New research points to options for encouraging shoppers to complete the sale.