Think about the way you currently shop; maybe you see something you like in a shop window, research it online, add it to your basket and then forgo checking out in favour of picking it up next time you walk by the store. Most shopping experiences are a variation on that kind of process as the days of simply going into store and buying an item are long gone.

Consumers want additional information prior to making purchasing decisions and the method of purchasing has also become more fluid: home or work computer, phone, tablet, in store. This presents a challenge to marketers as capturing the customer at different parts of the customer journey grows more complex, seemingly by the minute.…