By Seb Joseph

Mondelez, Diageo and AB InBev are rethinking the role of commerce in their strategies to exploit how online impacts offline sales as they look to navigate a customer journey that is more complex than ever before.

While shoppers are unlikely to buy individual chocolate bars online, they do expect to have the same personalised experiences as they would in-store. Just 16 per cent of companies currently use digital technologies to maintain the in-store and online relationship with the consumer to drive repeat purchases in the store, according to Forrester.

Bridging this disconnect is a massive undertaking, affecting not just marketing but all Read full story ›

Source: The Drum