The Marketing Corner: Demystifying Shopping Channels

By Adele Lassere
Adele Lassere
Adele Lassere
October 31, 2015 Updated: November 2, 2015


Technology has given new meaning to “shop till you drop.”

Today, retailers are able to capture revenue and valuable data from shoppers that visit their e-commerce sites throughout the day without regard for time of day. It has fostered an opportunity for brands to engage in two-way conversation with consumers.

Equally, consumers want to interact with brands on equal footing. Consumers view themselves as cross channel shoppers: in-store, web, and mobile. There has been a surge in mobile-only shoppers and the future is ripe for growth in this area. Web/mobile shopping has afforded consumers the ease of comparative shopping for the best quality and value. Now, there is a happy marriage for consumers—being able to touch and feel in-store and complete the transaction online. Granted, this hasn’t been perfect. But even with some bumps along the way in cross-channel shopping, consumers have adapted and have learned the subtle nuances.

Consumers want to be able to trust the brands they are considering to purchase.

Marketing campaigns will continue to undergo some deep-seated changes. Data has allowed marketers to determine who their best customers are and what they like to purchase. Consumer intent data and use of behavioral targeting has given marketers a means to developed insightful strategies for their campaigns.

Consumers want to be able to trust the brands they are considering to purchase. They also want to be heard not only after a purchase is transacted but also from an advertisement viewpoint. Hence, listening has become an increasingly important skill.

Empower consumers early on in the process. This will go a long way in building loyalty and brand trust. The road to developing an ideal experience lies in being able to be consistent, transparent and use technology. All of which accelerates the shopping process. Since consumers are savvy, they expect you to be too.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide), available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: