The report aims at understanding friction faced by consumers in the fashion purchase journey and how mobile could help marketers reduce this friction
Facebook, in association with KPMG in India, intends publishing multiple industry research reports that aim to define, understand and mitigate friction in purchase journeys to unlock new avenues for business growth. The report, third in the series, focusses on understanding Indian consumer’s path to purchase for fashion sector (inclusive of apparel and accessories), media engagement across the journey, reasons for abandoning purchase, role of media in causing friction, understanding what brands can do to reduce this friction and increase sales opportunity at reduced cost per acquisition.
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