Op-Ed: Empowering The Consumer By Letting Store Shoppers Choose Their Own Journey
Jessica Lehmann, strategy director for retail consultancy FITCH, on the advantage of giving the consumer freedom over their own store shopping experience
It’s no secret that 2018 was a strong year for retailers, even as the landscape experiences significant shifts fueled by the data revolution and the expansion of digital channels. What used to be a linear experience—consumers walk into a store to talk to a trusted associate before weighing options and making a direct purchase—has become a sprawling journey that spans platforms and touchpoints.
Decisions on when and how to make a purchase are not driven purely by brand or product preference. Convenience and price are now center stage, playing an even more decisive role for Gen Z and Millennials, who look at speed of access or delivery and ease of returns as they weigh options.