Abstract:

Inertia is often tricky and makes us believe we are still heading in the right direction. Even when we realise that we are drifting farther from our goal, breaking free can still be difficult until some brave soul takes the leap towards a new path and shows us that the unexplored routes were the right way to reach our goal. The omnichannel experience required a unified message that was consistent in all channels for a long time. It was believed that buyers had to receive consistent information, regardless of the shopping experience they were having. It worked well until a slowdown in consumption and a drop in the market share pushed us to reconsider if it was time to review this premise. We went through a pandemic, we are currently experiencing an unprecedented technological revolution, new shopping channels saw rapid growth and even high-income countries couldn't avoid the impact of inflation. As a result of all these influences in recent years, shoppers? behaviours were expected to change, or at least the way we perceived them, right?