"Just because you can doesn't mean you should, or with great power comes great responsibility," Hight says on the podcast. "You really have to balance those opportunities to engage with consumers, but not interrupt and disrupt that natural path to purchase, whether it's in a digital format or in a physical format."
Hight emphasizes the importance of digitizing physical retail spaces to enhance the shopping experience without disrupting it. He notes that the key is to digitize physical stores (to bring the online experience into a physical world) in a way that doesn't interrupt the shopping experience. This approach aligns with the increasing interest in in-store media, leveraging location analytics to understand consumer behavior.
Brenner emphasizes the importance of trust and practical examples when engaging with retail merchants. He highlights the need to provide tangible scenarios that can excite them about innovative marketing initiatives.
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