Today’s consumer expects a seamless integration between storefronts and the digital experience, which is often facilitated through mobile phones, says Barbara Kahn. Things are changing—fast. The retail sector continues to reflect these changes as it keeps up with consumer demand. Since the pandemic’s onset, retailers’ reactions to government regulations limiting capacity and consumer demands for equity and authenticity have been finessed into smarter, more flexible responses, says Barbara E. Kahn, Patty and Jay H. Baker Professor and professor of marketing at the Wharton School. Read more…
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