In-Store Digital Engagement: Frameworks for Emerging Opportunities

The retail script has been flipped in recent years, as online retail dynamics are now migrating to brick & mortar, driving merchandising decisions from store layout to packaging. Shoppers, armed with smart devices, are increasingly seeking "smart surfaces" in stores to engage as portals for online engagement. The capacity to create conversion funnels in real-time to interact dynamically with shoppers has made retailers into media merchants, changing the course of trade merchandising for trading partners. This presentation will offer frameworks to de-construct this rapidly-evolving ecosystem, with implications for retailers and manufacturers navigating the emerging digi-store.