With the explosion of channels, data and technology in the retail industry, it is easy for businesses to be overwhelmed and under-informed.
Modern consumers can be an enigma. A typical purchasing decision may include a trip to a bricks and mortar store, a call with a customer service advisor, plus hours of online research.
Shoppers may use a combination of methods on some days and on other days, only use one channel.
Customers also behave differently at different times...