ESCP Europe

Item type

Ebook

Language

English

Publication year

2025

ISBN

9783031863462

Note

• 1 user licence

Subjects

ELECTRONIC COMMERCE - CONSUMER BEHAVIOR - CUSTOMER RELATIONSHIP MANAGEMENT - BRAND IMAGE - ARTIFICIAL INTELLIGENCE

Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers’ shopping preferences, behaviors, and influences. Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences—what people buy and where they buy it. This presents challenges for both retailers and manufacturers. The authors propose that the answer lies with consumers. A focus on consumers is fundamental to designing effective marketing strategies and campaigns. However, retailers and brands often have different perspectives about consumers. This book bridges that gap.