Marketers have always been at the precipice of change and innovation, yet the vicissitude of the past year has tested those skills to the limit.
With bricks-and-mortar stores largely closed for business, digital natives have been joined online by swathes of digital newbies. However, these online novices demand the same level of customer service and personalization online that they would receive in-store from a knowledgeable shop assistant — and they’re uncomfortable....