Merchandising For The Connected Consumer

By Ron Bowers, Frank Mayer and Associates, Inc.

Who is the Connected Consumer?

With a constant connection to the web and social media via a smart mobile device, the connected consumer is an informed shopper actively seeking the best value for a desired good.

With their own personal audience via the web and social media, they are an empowered group with a desire to feel appreciated by a retailer and in control.

What does this mean for retailers?

The connected consumer is a new challenge for retailers as power has shifted from the company to the consumer. With demands for a relevant, efficient and consistent experience for his/her own personal interests, and control over the conversation, retailers must provide the connected consumer a great shopping experience while merging both digital and in-store channels.

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