Shopper Marketing - September 2017 - 39
marketing. "And I don't think there's one answer to all of them. To me, that's exciting."
The challenge in approaching all of this, he
believes, is being organizationally comfortable
with the risk of investing in new programs, technologies and strategies. "Not everything is going
to sell more products, but everything will be a
learning opportunity," he says.
Looking ahead, Bennett says physical stores
will have to create shopping experiences that
will entice consumers to get off their couches.
"Some will, and some won't," he says. "I foresee
both e-commerce and physical stores playing
a role in the lives of a consumer. How much of
a role it will play entirely resides in the choices
of the individual."
- Erika Flynn
SEPTEMBER 2017 SHOPPER MARKETING y