What does a series of popular children’s books from the 1980s and 1990s have to do with today’s frictionless omnichannel retailing environment? If you’ve consumed enough of my content by now, you know I love to find historical linkages or possible root causes that can explain current trends in consumer behavior. One such major consumer behavior trend, that was strengthened by the “COVID-19 Effect”, is that consumers are increasingly expecting retailers to be omnipresent. Today's consumers have the desire to move seamlessly between different channels and still enjoy a unified shoppers experience. So, what does this have to do with retro children’s books? Millennials have been influenced by “Choose Your Own Adventure” books and it’s now playing out in the consumer market. We are living in an era of “Choose Your Own Adventure” shopping experiences (aka frictionless omnichannel retail) and brands are well advised to take this into account. Just like the Choose Your Own Adventure books, alternate paths to the shopping journey speaks to the elevated desire of control that consumers seek now. Choice will become more important in an age of personalization. The future will be rich with personalized products, endless customer service options, 1-to-1 marketing, and loyalty programs that make us feel like special snowflakes. For all that, I guess we can thank Edward Packard.

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