Dive Summary:

• New challenges in brand advertising has many retailers seeking new advertising strategies aimed at engaging a more well-informed retail consumer and generating store traffic.
• With the influence of ecommerce, brick-and-mortar retailers are seeking new ways to generate daily in-store consumer traffic through new advertising tactics.
• "Everything at retail is a marketing opportunity," explains Daniel Wadia, managing director at Redscout brand consultancy. "

From the article:

Bigger picture, a BCG report last year identified 10 broad trends that are reshaping retailing, including "empowered, discriminating consumers" who have become full-time shoppers thanks to "ubiquitous connectivity." The report also cited “challenged store economics” wrought by the rise in online purchases.