A Concluding Perspective

• Author: Michael Sanford Stone
• Profession: B.A. from Hamilton College and a J.D. from Emory University School of Law
• Pages: 321-328

321

CHAPTER 13

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

interactions.

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-