Retailers are not prepared for this...
Every shopper can compare prices against the competition down the street.
How are you going to compete when your shoppers know more about your products and prices than you do?
Shopper experience, shopper experience, shopper experience.
If the shopper UX (or is it SX?) doesn't improve dramatically shoppers will have less and less motivation to visit retailers.
How? Whole scale shifting of budgets from dying mediums to in-store is the only solution. Who will lead this charge? A select few agencies who "get it".
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