Michael Caccavale

Consumers are hip to inconsistencies between marketing and sales, between sales and customer service, between in-store and online promotions. These gaps can feel like a bait-and-switch, and in the social age customers are quick to tell everyone they know (or don't) about that experience. Retailers need to step up with an advanced level of cross-channel cohesion and optimization in order to navigate and connect with the many personas each consumer embodies.

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