"The website very much does need to tell the brand story and to bring people into the world of the brand," said Tammy Smulders, chief executive at Trends&Culture.
"But at the same time, for most brands, the website is their single biggest store."
Smulders said that for many customers, the product page may be their first or only impression of the brand.
Today, brands are more likely to connect with consumers on social media rather than their own sites, which are seen as the end of the customer journey.
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