In the current marketplace, it’s the customer who is in control. Today’s consumer wants a brand to deliver convenience, relevance, emotional assurance and added value, and will quickly turn to a competitor if their needs aren’t being met. What’s more, simply getting to a sale is no longer enough for a brand to maintain success. In a marketplace flooded by product commoditization and choice, traditional notions of loyalty have been eroded. As a result, brands can find themselves in a race to the bottom led by deep cuts on price.

This whitepaper highlights strategies that brands can adopt to better engage their customers along the purchase path and looks at how to operate in the new environment.