In recent times, rapid advancements in technology have led to a significant change in consumer behaviour. Because of that, brands wishing to engage these consumers have had to adapt their approach and campaigns in order to remain relevant.
One industry that has been most affected by this change is the retail industry. Today, shoppers rely on their mobile devices to carry out in-store research before they buy any item. Millennials (people between 18 – 34 years old) especially, who have a yearly retail purchasing power expected to reach $1.4 trillion by the year 2020, have essentially disrupted the shopping practice.
