The convergence of online and physical retail has shaken up the industry’s landscape, but nowhere has this been more apparent than in the evolution of the customer. As brands learn to thrive in a digital medium, customers take a more active role as brand ambassadors; how will brands capitalize on more connected consumers?
To help us make sense of this shake up, we spoke to 30-year industry veteran Tony D’Onofrio from TD insights.
“The key to retail has always been the brand. It starts with the brand,” D’Onofrio said.
He talked about how his “early retirement” lead him to TD insights, how the digital wave is permanently transforming the industry, and how consumer patterns have shifted overtime.
Tony also goes into detail about how a focus on user experience and brand awareness can help keep a brand alive and competitive.
“What does the retailer stand for and is that brand delivering the value [in a way] that the consumer really becomes what I call a brand ambassador? Where they actually buy the product and then tell other people about how great the product is. As you can see already, retailers that focus on building strong brands and increasingly take that brand and digitally enhance it, and making it more visible across multiple sales channels; those are the retailers that are doing well.”
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