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  • Has on-the-go shopping become the norm?
  • Has on-the-go shopping become the norm?
    EventPhotosNYC, Creative Commons (2016) ©

Have we all become ambient shoppers?

The traditional buying model relied on three steps: experience a need, shop to satisfy that need, then use the product. But with 45% of shopping journeys now using mobile to discover or buy, purchasing has been integrated into people’s daily routines. How can brands adapt to this new retail reality?

Location North America / Northern Europe

“We’re in the midst of a revolution in the way people shop, in how they decide to buy, and in all behaviours associated with the entire purchase process,” writes futurist Chuck Martin in Mobile Influence: The New Power of the Consumer. [1] Indeed, the traditional shopping model – which relies on the three steps of experiencing a need, shopping to satisfy that need, then using the product – is being upheaved by tech. [2] Nowadays, 45% of all retail journeys contain mobile, whether that’s buying directly via a smartphone or using it to research ...



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