By Shawn Lim

Arc Worldwide, Publicis Groupe’s brand activation, and experiential shopper agency unveiled its new Irresistible Commerce Operating System at the second annual ChinaShop conference in Kunming, China in November 2018.

In his keynote speech Richard Nicoll, chief shopper marketing officer of Publicis Communications and managing director of Arc explained that in the current, ultra-competitive retail environment, where consumers not only have more choices but are more informed and more selective, the challenge for any marketer, is how to make their brand too attractive and tempting to be resisted and too powerful or convincing to be ignored.

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Source: The Drum