Consumers today continue to embrace all things digital to enhance their shopping experience. Digital channels and devices have enabled today’s consumers to be more discerning about how they buy, from where, and at what prices. This disrupted “path to purchase” has complicated the marketer’s job since they tries to reach their shopper with more timely and relevant offers, both online and off. Particularly at the start of the buying process, consumers are doing more research online than ever.
This also alters the behavior of how a costumer finally reaches a purchase. He may have researched a particular item or service all day using his laptop, but then decides to perform the actual purchase from his cellphone on the way home. If that product is not offered via the mobile system, then the retailer will not only have lost this one sale, but potentially the entire costumer, who at this point simply will log on to the competitors site and buy the product there.
Knowing the path to purchase is vital for knowing how, when, and where a costumer interacts with a company. This helpful infograph should be studied inside-out by anyone wanting to get into multichannel ales -- which today is know simply as "sales".
This also alters the behavior of how a costumer finally reaches a purchase. He may have researched a particular item or service all day using his laptop, but then decides to perform the actual purchase from his cellphone on the way home. If that product is not offered via the mobile system, then the retailer will not only have lost this one sale, but potentially the entire costumer, who at this point simply will log on to the competitors site and buy the product there.
Knowing the path to purchase is vital for knowing how, when, and where a costumer interacts with a company. This helpful infograph should be studied inside-out by anyone wanting to get into multichannel ales -- which today is know simply as "sales".
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