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From Scroll to Sale: The Latest Seamless Customer Journey

Retail sales during the Christmas holiday season are a significant contributor to overall annual sales and for many retailers January is another period when sales can peak. Over the festive holiday period many consumers were able to enjoy some idle time at home with family and friends which can inevitably lead to doomscrolling. Doomscrolling is the act of compulsively consuming negative or distressing news content on social media. Mark Beresford (Director, London) and EDC’s Retail & Hospitality Practice have identified how retailers have taken advantage of doomscrolling and leveraged the “shoppable ad” to make it easy for the customers to view products and quickly checkout minimizing checkout friction.