Rapid change in technologies and way the consumer interacts with and consumes media using various technologies has had a profound impact on the way brands use communication & marketing tools. However, this is just the start.
Brands will need to re-think their current strategies and would need to augment their current brand marketing strategies with web, social networks, mobile & whatever else comes along the way.
Delivering a seamless and an integrated experience across all consumer touch points represents a tremendous change, challenge and opportunity.
Brands will need to adopt their marketing to being relevant locally. They will have to think more broadly in terms of opportunities for a given brand or store format and more narrowly in terms of consumer needs in different communities or groups of consumers.
The biggest challenge is for brand thinking to become channel agnostic. The transformation of where shoppers are touching your brand – from how they research you, how they buy the brand, whether it is brick and mortar, mobile based commerce, web based commerce, social network commerce – means you need to have the capacity to ship your product from anywhere to anywhere as a true multi channel retailer.
That’s where AaramShop intents to offer a solution rather than advice – as a hybrid retail platform, it will enable FMCG / CPG brands to be present across the consumers path-to-purchase and encourage an effortless purchase at any of the touch-points.
This seamless inter-operatability between channels is what will allow shoppers to purchase brands irrespective of where they are.
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