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The WPP Global Retail Practice

Champion The Customer


by Gwen Morrison

Technology is “disintermediating” brick-and-mortar businesses from their customers. This is at the core of "disruption in retail” and in other businesses. Winning brands champion the customer through less traditional channels, providing support through curation, education and inspiration. We see examples of apps that help consumers manage aspects of their health and finances; these apps have the potential to keep shoppers out of stores and guide them through a range of situations. As consumers are empowered through new platforms, brands lose their traditional points of influence. Today, brands need to champion customer choice, which means allowing multiple styles of potential engagement apps through content. The customer can then choose how to engage.

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