Shifting customer engagement in the multichannel retail era

Date of publication: December 4, 2017


Consumers are making significant changes in the way they shop for groceries with important implications for brands and retailers. In grocery retail, across the globe, many brands now see one-fifth to almost half their sales from online purchases. Not all markets adopt online grocery at the same pace, for example 99.9% of Thailand customers shop for products in-store even though 55.8% of Thailand's population is connected to the internet. There is a need to form a bridge between digital technology and grocery purchase and the answer is not online at the moment for certain markets. This paper presents the findings from a global study of consumer shopping behaviours and addresses how location based mobile offers impact customers, and how customer engagement can be measured with translation into sales and profitability of a business.

Teeradet Dumrongbhalasitr


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