The modern consumer exists in a saturated, competitive marketplace. One breeze through the Amazon app reveals the mind-boggling number of brands that produce the same products.
That means there’s a lot of noise. It’s a marketplace that includes online and on-demand options, in addition to a traditional brick-and-mortar experience. As we all know, if the shopper wants to buy something, she has the power to do so right at her fingertips, without leaving the house.