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This shift has fundamentally altered how people interact with the brands they buy. No longer do shoppers see your ad and then show up at the aisle armed with cash to get the brand in hand. Instead, most will now do some form of ‘pre-tail’ sleuthing: they’ll Google it, read customer reviews, and maybe do a price comparison, piecing together all the requisite facts that guide their future purchase.  This shows how the user journey has changed monumentally. Pre-tail, retail, and post-sale user experience must all now be rigorously considered by brand owners and managers in


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