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Ecommerce gives retailers the opportunity to follow customers through the funnel, from discovery to post-purchase. But when a customer shops in the store, some of those opportunities are lost. eMarketer’s Tricia Carr spoke with Davor Sutija, CEO of smart packaging company Thinfilm, about the challenges for brands in today’s digitally driven retail landscape, and how near field communication (NFC) technology can help them connect with consumers before and after they purchase a product in the store.
eMarketer: What’s the state of retail for brands that rely on both in-store and online purchases?
Davor Sutija: There’s a lot of competition for shelf space in physical retail stores, and there’s a lot of competition online from disruptors—the small companies that create cool products and market them on social media.
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