Interactive Shopping

One of the critically overlooked corners of marketing is the entire retail experience. As technology revolutionizes the way goods and ser- vices are marketed and sold, retailing is undergoing a transformation similar to the one happening in advertising and marketing overall. This transformation revolves around integration of the inbound customer experience in ways that create differentiation by serving the range of customer needs throughout the purchase cycle. R/GA counts four great retail brands among our clients—Bed Bath & Beyond, Circuit City, Lowe’s and Target—and in thinking about their businesses, we’ve hit upon some insights that we believe pertain to all marketers.