Hybrid Strategies and the New Face of Retail

How has the digital disruption affected the way customers shop and the factors that influence their decisions? One need look no further than how we have traditionally shopped for one of the most common purchases – shoes. Until recently, customers might see a print or television advertisement that would prompt them to go to a shoe store where the shop experience and effectiveness of the sales staff could have a major impact on the likelihood of a purchase. Perhaps they would go to a few different stores to compare prices, but comprehensive price comparisons were often not worth the effort. What does that process look like today? While the traditional process is still followed by many, today’s customers are exposed to a much wider variety of influencers that can impact their purchase decisions. For example, customers can browse the internet, read