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The Messy Middle And Infinite Choice: Hacking The Complex New Consumer Journey

With the Covid-19 pandemic transforming shopping habits, journey orchestration matters now more than ever before. Digital commerce has shifted the journey stage balance. Annie Little, strategy director at agency Initials, asks whether there is, now, such thing as 'the' consumer journey for any given category and explains the complex maze of touchpoints that brands must carefully navigate.
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International brands to continue betting on physical retail to drive sales in resilient destination cities

New York, Paris and London have demonstrated that they retain the key fundamentals of a successful retail location and are set to bounce back quicker this year than other destination cities, according to Savills Retailer Attractiveness City ranking, produced ssย part of its 2022 globalย  Impacts ย  research programme.
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