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Rowan said that, while some trends in retail are hanging around despite the technological and societal leaps of the past few years, the landscape of the industry is changing.
“If you think of your own buying behavior, brand loyalty still runs rampant,” Rowan said. “But there are things like reviews, peer influencers and influencers, in general, that continue to rise in popularity and rise in importance. … People shop these days based not necessarily on what a brand tells them, but on what their peers tell them.”
Reviews and their on-demand availability, Rowan said, have helped caused this shift, though data and thorough audience research can help retailers leverage influencers that align with their products and cut through the general noise.
To keep up with all things retail, stay tuned to MarketScale’s Retail Industry publication here.