Capgemini global report reveals the growing importance of digital consumer engagement but casts doubt over role of social media in shopper journeys

A global report by Capgemini, one of the world's foremost providers of consulting, technology and outsourcing services, reveals that consumers consider social media a less important part of their customer journey – from awareness, through to post-sale activity – compared to two years ago, suggesting that the social media hype in the consumer goods and retail sector has not materialized.