Winning Consumers’ Mission-Driven Shopping Trips

It’s clear that consumers have more choices than ever when it comes to how they spend their retail dollars. Many sectors within retail compete for the same consumer dollars, whether it be convenience, grocery or general merchandise. Consumers have also quickly realized that with all of these choices, they no longer need to simply shop one retailer for everything; they can mix and match. This “patchwork” of the retail customer journey is easily adoptable by savvy consumers who recognize the strengths of each retail brand and how to source their total basket from multiple locations.