Traditional media has also been transformed: digital media has significantly increased the relevance in the shopping process. Access to product information, digital wallets, social media and communities, real-time conversation, curated and personalised consumption are all contributing to changing the ways in which the shopper engages with media changes. Shoppers continue to shift away from e-commerce, preferring to shop and engage via their mobile phone or tablet and cutting edge technology such as beacons rather than from their desktop or laptop.


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