And they shop across channels, from marketplaces, to social media, to brand websites. Despite the lockdowns of the past two years, they still love to shop instore. In fact, Wunderman Thompson’s 2021 Future Shopper report found that 68% of 25-44 year olds said that they would prefer to shop with a retailer with a physical store.
This represents a challenge for brands who are desperately trying to build a single view of their customers to better serve them with relevant communication and personalize their experiences. Whilst building a picture of how customers behave online is getting easier, transferring that knowledge to the shop floor of their physical stores has been virtually impossible. Until now.