Wayfind Issue 23

The Store of the Future Creates Omni-Encounters

This shift represents a new era of possibility for in-store marketing. For starters, the once highly perceptible divisions among the many separate channels of retail commerce—catalog, online, social media, traditional store, etc., — are being erased.

This is a good change—one overdue, in fact. The false “channel” divides have long been a hindrance to innovation. For example, even though we’ve found consistently in our ongoing research into unmet shopper desires, young people consider online peer reviews one of the best things about shopping virtually.

In this Issue

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