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Understanding the path to purchase for the connected consumer
The march of all things digital is creating an increasingly dynamic path to purchase. What was once a linear journey, where a simple call to action was enough to ensure consumer buy-in and purchase; is now a complex web of advertising, communications and special offers, delivered directly to the connected consumer. Today’s shoppers are enticed by the opportunity to shop anywhere, any time and on any device.
Embracing an Omnichannel offering presents new challenges, as well as a multitude of opportunities, for retailers and brand owners alike. With an increasing number of online and offline touchpoints to understand and influence, capturing the complexities of all types of customers, missions and retailer formats in the moment of purchase, is crucial to inform business strategy.
Click here to download our top tips to understand the new connected path to purchase:
- Technology is king
- Technology for technology’s sake
- Maximise your channel offer
- Ensure the Omnichannel experience is seamless
- The price is right
- Fulfil people’s desires
- Don’t forget the competition
- A knowing smile
- A helping hand
- Remember the shopper journey
Here at SPA Future Thinking we employ extensive understanding of the retail environment for both retailers and manufacturers, to evaluate shopper motivation, behaviour and customer experience across all channels and categories.
For more information on understanding the path to purchase or our approach to shopper research, please call or email Noreen Kinsey, Head of Shopper on +44 (0) 1865 336 400