Shoppers aren’t shopping simple anymore, as most retailers now know. Instead, consumers buy not only through brick-and-mortar stores, but also online, through apps, and even through social media. Further, a shopper may browse online and then purchase in-person. Marketing to a shopper’s roundabout way of buying requires a holistic approach to marketing and data gathering, which will require: 

• Staying customer-centric and channel-agnostic
• Integrating technologies
• Leveraging data and partnerships in the organizations

Evolving your marketing strategy to an omnichannel approach using first-party data is not only cost-efficient, but it will drive customer loyalty and increase lifetime value of the brand.

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