Almost is Not Good Enough

Until a few years ago, before the advent of the internet, shops were physical places where we went to buy objects, clothes, and devices. The luckiest brands had stores in multiple cities, and even in different countries. Many things have since changed. What worked up until a few decades ago, is no longer effective today. For example, consumer habits have changed, from their spending power to the emergence of new needs, as well as what they expect from a brand. 

A customer today is no longer satisfied simply with buying what they need - they want to combine the act of purchasing something with an experience. Advancements in technology have influenced this change in consumer behaviour. Today, the shops that decide not to be on the internet with a dedicated website, are setting themselves up for failure. Online and offline activity now have to follow parallel paths, allowing for the option of buying in a physical or virtual store, supported by converging methods of marketing and communications.

A mobile phone today is no longer just a device for making calls, but in fact an indispensable aspect of everyday life. Smartphones can be used to choose and buy items online, although research conducted by the company Deloitte has also revealed that the majority of offline purchases actually derive initially from online searches.