Carly Johnson, SVP, Group Director of Strategy, Experiential Commerce at Momentum Worldwide, explains to The Drum why brands must adapt their omnichannel strategies to keep pace with the rapid evolution of shopper behavior.
As shoppers have grown more fluent in moving between physical and digital environments, they have come to value each channel for what it uniquely delivers. Rather than expecting the same experience everywhere, they appreciate that different channels solve different needs at different moments.
Read more in The Drum here.
(Source: The Drum)