Because of technology today, the consumer truly decides when they'll shop, where they'il shop and how they'll shop. So it's up to the brand to figure out how to serve that consumer. It creates a cultural shift from being transactionally based to being experientially focused. It really becomes all about the experience — and it's the online with the offline experience. Consumers today are saying to retailers, "Remember me, make it easy; connect online and offline; and do more for me than sell."
- Categories:
- Branding
- E-Commerce
- Omnichannel
- Retail Stores
- Companies:
- J.C. Penney
Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.