Author: Mishaya Chettiar

More than a decade ago, the customer’s purchasing journey was very different from what we see today. Prior to the advent of the digital consumer, customers were essentially presented with a variety of brands selling a specific product or service, and differentiating factors such as price or quality would influence their purchasing decision.  Although these factors are still important to consumers, the increased connectedness of the digital age and access to information have given consumers greater buying power while making them more discerning. As such, consumers are looking at more than just price; they’re looking for more authentic and personalised…