Chasing the SoLoMo Consumer

As more purchase decisions—and purchases—shift to online, some of the familiar retail mix of signage, custom end-caps and point-of-purchase displays is essentially being replaced by “likes” on Facebook, online customer reviews (of questionable veracity), blogs and Tweets. These platforms let consumers grow their circle of influence and information exponentially, drawing in friends and followers, many of whom have opinions about almost every brand or product imaginable.