Pandemic has shifted consumer behaviour and trade 'must experiment' to keep up

Pandemic has shifted consumer behaviour and trade 'must experiment' to keep up

Digital consumer behaviour has “leapfrogged 10 years” during the pandemic and the trade need to carry on with its pandemic-imposed experimentation to keep up, The Bookseller's Marketing & Publicity Conference has heard.

In a wide-ranging debate on 17th June about decision-making in the year ahead, chaired by Orion communications director Maura Wilding, panelists weighed up the future of hybrid events, publicity strategies and making publishing more diverse.

Lee Dibble, marketing and communities director at Pan Macmillan, said research showed “digital purchase behaviour has leapfrogged 10 ...

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