A Concluding Perspective

AuthorMichael Sanford Stone
ProfessionB.A. from Hamilton College and a J.D. from Emory University School of Law
A Concluding Perspective
The consumer’s shopping journey has become a more complex
and “connected journey.” It’s no longer just about pu shing
out a message as broadly as possible, providing a message to
consumers, and relying on them to travel to a store to make a
purchase. Technology now oers consumers the opportunity
to participate with a brand and brand owners to communicate
their brand message in a complex web of ways every hour of every
day. Technology has also raised consumer expectations and put
more pressure on “brand promise.” e purchase decision can be
made at many touchpoints. e complex marketing ecosystem
presents challenges and opportunities for brands to remain
relevant. e journey has many paths, and the number of those
paths is increasing at an accelerated pace. No one can see around
the bend in the road. e shopping journey of the future will be
across devices and retail cha nnels, relying on a number of merging
erefore, it is incumbent on you—on every brand owner—to
determine where and how you want your consumers to interact
with your brand, what your consumers will value, and how you
want to engage and build a bond with consumers. Bringing plat-

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