Taking Control of Your Digital Shelf Space, Part 2

In part one of this series, I discussed digital shopper marketing in the rapidly changing retail environment and what it means for marketers. Today in part two, I discuss the digital path to purchase and how to take control of your digital shelf space.

Retailer websites are the first place consumers start researching or shopping, which makes digital shelf space on the retail site valuable real estate for brands that want to be seen where it matters most. The path to the digital point of purchase is longer than just the checkout screen at the end of a customer's transaction. The opportunities for brands and retailers to reach consumers along that path, while the consumer is in “buying mode,” are almost endless.