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Brands and retailers must create their own deep and sticky ecosystems of content, argues Doug Stephens.

There are effectively 7 salient points that advocate the potential of the Content-Community-Commerce Model.

With more of the decision making process taking place before the consumer ever enters the store (Google Research finds 83% of US shoppers who visited a store say they used online search before they went in), retailers should also be working to ensure that the online brand discovery experience is equally as exciting as immersive physical ones.