In earlier times, there were fewer brands and resulting fewer choices for the customers. Thus customers choose the same product repeatedly and this inertia has often been mistaken for loyalty. Presently, there exist plethora of options and customers aren’t sure which one to ignore thus creating a different conundrum. Thus to engage customers, top brands such as Apple, Starbucks, Zara and Forever 21 launch new products much before anticipated time. Starbucks for example allows customers to pre-order before collecting their coffee from the nearest store. Amazon has now moved to bricks-and-mortar store in order to capitalize on their immense digital marketing presence through online stores. Online retailers have realized the importance of physical stores and the overall shopping experience.

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