A multichannel approach is necessary for brands and retailers to succeed; they must adapt and change to survive. It is important to show value in the right way, as consumers are often not “brand loyal.” Price and value, however, do not mean the same thing. A marketer in today’s times must be more commercial and entrepreneurial than ever before, and they are being held accountable at a higher rate than their predecessors.

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5 lessons in retail success from the shopper marketing community – The Guardian