Abstract:

Internet/Digital is no longer a question; it's a fact: Mobile and social aren't emerging, but merging through consumers who have become part-time marketers, who understand and expect brands to be honest and fast. For shopsumers speed, knowledge personalization and co-creation are basic and they expect brands to react to them within the hour, and not with any answer, but one that's personal and offers a solution. The shopsumers don't want to repeat themselves, they want companies and brands to know them and provide them with clear and sophisticated reasons to go from undecided to decided in brief: to shop!