Last year, we saw a plunge in retail foot traffic as the pandemic kept consumers at home and a corresponding explosion in e-commerce as shopping shifted online. Year-over-year e-commerce sales growth was up 49% in April 2020 and topped out at 78% that May. While the dust has settled to reveal more modest e-commerce increases, the point is that the buyer’s journey has gone through significant shifts. According to McKinsey & Co., three-quarters of U.S. consumers have experimented with new shopping behaviors during the pandemic due to COVID-19’s impact on their priorities, financial situation, and store closings.
Despite these changes to the buying process,
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