Even before the events of 2020, consumers were spending an increasing amount of their daily lives online, working, communing, and transacting digitally. Amidst stay-at-home measures and other mobility-limiting sanctions, consumers are more than ever before looking for the brands and retailers they transact with to meet them on their virtual platforms and tools of choice. This digital lifestyle presents  exciting opportunities for businesses to not only connect directly with consumers on their own terms, but also to deliver and amplify the personalization, on-demand service, and media integration that consumers have come to expect.

This research paper explores how brands and retailers…

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