Today's path to purchase is radically different. Consumers shop where they want, how they want and when they want, often with their mobile devices firmly in hand. Consumers — not retailers — are now in charge.
Imagine Janet, a mother of one walking into National Arco, a hypothetical retail chain she visits every couple of months, but is her second favorite to its competitor. She walks into a beautifully designed store with clearly labeled aisles, no discount shelf-barkers....