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As the ways in which consumers make purchasing decisions continue to multiply, retailers are at a crossroads. One of the key reasons for operating a bricks-and-mortar store-building a strong, distinctive brand experience-no longer seems as relevant. Thanks to the rapid rise of social media and corporate transparency, consumers wield tremendous influence in shaping retail brands and are growing increasingly skeptical of overly-slick store designs, clerks and marketing messages. The once-dependable competitive edges enjoyed by bricks-and-mortar retailers are eroding, which means they can no longer afford to assume any inherent advantages over their online competitors. The authors describe three key paradigm shifts that smart retailers are embracing to solidify customer loyalty and provide shoppers with that increasingly-important window into an organization's soul.

If a brand is the relationship between a business and its customers, the retail space is its most visceral conversation. Considering a shopper's context is the key to understanding their motivations and making green products and services more relevant to them. By better understanding what shoppers desire from green offerings and what matters in the context of their shopping experience - i.e. time and convenience - products and services can connect with people in a more relevant way. The authors, from leading design firm IDEO, describe four strategies for engaging shoppers with products that encourage a sustainable lifestyle for all.