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?

The consistency and efficiency of e-commerce – with one-click ordering and same-day delivery – is driving greater expectations of traditional retailers. How are brick-and-mortar stores adopting features of online shopping, and what digital services do people want to see on the high street?

When you’re unsure of which pair of jeans to buy, sometimes an expert opinion can make all the difference. Despite the rise of online shopping, in-store sales staff still have great influence on people's purchasing decisions, and can actually result in them spending more.

Shoppers in China are increasingly making purchases on-the-go and are keen to connect with luxury brands through their oft-used messaging services. And while domestic retailers have taken this shift on board, European luxury brands are having to play catch-up.