In the past the store was a place where the customer was used to picking up the product and paying: that is finding the best product according to their needs at the best price.

Today the store is a theater where the customer comes for many reasons:

  •  to be informed, as in the past
  •  to be educated
  • in particular in new markets > to be entertained

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Companies take these three elements into serious consideration because they have to be evident not only in physical store, but also online. The touch points of customer journey are mixed between online and offline

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