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Retail has come full circle, local to global and now back to local as international retailers cater to individual preferences of their best customers. It's a complex consumer market that spans borders, retail formats and media, and new rules of engagement apply. Today, many markets are saturated and technology advancements, such as e-commerce and mobile retailing, mean that consumers have more information with which to make buying decisions. Shoppers have become more discerning. Retailers must now focus on differentiating themselves and re-establishing two-way communication with their best customers. While price remains important, the experience is what keeps customers coming back. Jeff Jarvis' book What Would Google Do? inspires ten guidelines that help retailers to thrive in today's new consumer marketplace.
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