Shoptech's Growth Spurt The retail industry has been preparing for the gradual takeover of e-commerce for the past several years. When the pandemic hit, that gradual process accelerated, and brick-and-mortar stores have struggled to keep pace. However, a recent study suggests that only 15% of customers were happy with their online shopping. What's Changing Automated checkout, contactless payments, and curb-side delivery from online orders have grown quickly. Even the use of augmented reality in-store has increased, and smart vending machines make it easy to avoid customer service. Implications While the future of shopping may still be nebulous, it means that surviving companies still have the opportunity to rebound if they know their target market. One thing the retail and marketing experts agree on is the continued importance of branding and effective engagement. Consumers want more than just customer satisfaction. They want brands that are aligned with their values and preferences.
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