Taking consumers' increasing use of multiple screens into account is now an essential aspect of marketing analysis, ForeSee President Larry Freed said at the NRF 102nd Annual Convention & Expo. Consumers have more options and are better informed than they used to be, so marketers need to adapt. "The consumer is a multichannel, multidevice consumer and they have power that they have never had before -– they are in control. They have the power -- you better satisfy their needs and exceed their expectations or they are going to go elsewhere," Freed said.
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