Convergent commerce is the integration of online and instore experiences that allow shoppers to buy from anywhere, anytime, anyhow. The pandemic accelerated the digital transformation of shopping, ushering in a huge surge in expansion of multi-channel experiences for consumers, including mobile, social and livestreaming commerce, direct-to-consumer, buy-online-pickup-in-store (BOPIS), to name a few. As a result consumer journeys have changed, becoming more complex and less linear, based on their own commerce ecosystems of default go-to brands, retailers, channels and touchpoints.
While seemingly counterintuitive, it is not by cost-cutting or raising prices, but rather by investing in marketing that enhances brand and customer experience.
Black Friday marks the last mile of 2021 – and the "official" start of the Christmas season. (Sh)elves have been dressed in holiday costumes for weeks, and gift-givers have been hard at work preparing for end-of-year celebrations. Now, just one month ahead of Christmas, we wanted to find out what’s topping 2021 wish lists and how shoppers are progressing.
This webinar is the third in our new Ipsos series, dedicated to helping our clients better understand the dynamics of today as they prepare for tomorrow.
With online sales increasing and many consumers still nervous about shopping in-store, it is imperative that retailers maximise every sales opportunity that arises among the customers who are willing to visit their stores.
