It’s shopping season, the great American tradition when we brave crowded malls, wander aimlessly from retailer to retailer, hoping for a little inspiration on what to buy our friends and family. Our experience will no doubt be the same as every other customer, complete with awkward run-ins with teenage salespeople telling us anything to make a sale. We’ll probably end up buying the same outfit worn by the mannequin in the showcase.For decades, perhaps centuries, retailers have served up this same shopping experience.The difference today, though, is that the target shopper is often a Digital Native. These tech-savvy youngsters know all about “show rooming,” or window shopping at retail stores only to bargain-hunt online. They research products and scrutinize product reviews on their smartphones while walking the aisles. And they want brick-and-mortar retailers to cater to them in a personal way just like online, not a one-size-fits-all approach. [Related: 9 Digital Marketing Tips for Connecting With Teens ]”A study of 15- to 25-year-olds — our demographic — found that more than half of them would rather walk out of the store than ask a salesperson,” Chief Digital Officer Joe Megibow at American Eagle Outfitters told marketers and entrepreneurs at DEMO… Read full this story
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