Bridging the sensory gap for better brand experiences online

Andy Wardlaw

COVID-19 has accelerated people’s preference to source groceries online but in the longer term this could inhibit the trial of new products as well as impulse purchases.

How do you persuade someone to try your product for the first time online? There is growing consensus that the lack of physicality in digital channels (the sensory gap) can raise levels of perceived risk for consumers in buying situations. To address

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