In an incredibly short space of time the power in the relationship between consumer and brands has shifted massively towards the consumer. This is due In large part to the widespread prevalence of high-speed internet, powerful smartphones, social networks and consumer review sites. As the usage of these modern tools continues to grow, it means that increasing numbers of consumers have an incredible access to a wealth of information, including while on the move. For example if someone is out and about shopping, they may want to find out a great local restaurant or cafe to enjoy a meal. With their...
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