When Shopping and Entertainment Collide
The So What from BCG
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Introduction
Shopper taintment is a phenomenon that has caught Asia, it's going to be a trillion dollar opportunity across Asia and it's growing 26% in this market. Apana Baradwaj, global leader of BCG Centre for Customer Insights explains what shop attainment really is. It seeks to entertain and intrigue, hopefully inspire. And then as a result you get commerciality or you get shopping outcomes. But the intent is not straight away to get to a sales pitch.
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