Last week, I bought 2 pairs of running shoes online, tried them at home, kept the one that fits well, and returned the other by dropping off the brown box at a logistics provider next door.
This research, selection, buying, and return process was orchestrated solely by me, at my whim after watching an interview of the CEO of the shoe company, aided by some quick social feedback, and the promise of speed from the online retailer.
Across all segments and channels, shoppers like me are looking for frictionless experiences and rewarding brands who brings a promise of transparency, convenience, authenticity, curation, and personal touch.
Digital media, mobile computing, and videos have helped create this shift in commerce that defies all tradition. Increasingly brands and retailers are rearranging their marketing spend to deliver a seamless, integrated shopping journey across multiple touchpoints as the customer is orchestrating her relationship with the brands — engaging whenever, wherever and however she wants.
The new playbook for customer engagement is successfully created and adopted by millennial business leaders, resulting in the rapid…
