Retail Customer Journeys Have Absolutely Changed
By Mike O'Brien | September 14, 2017
Every customer journey is unique. While retail purchasing pathways, like the one illustrated below, are a helpful benchmark for retail brands to consider, in order to truly serve your customers with relevant communications at every turn, an individualized approach to lifecycle messaging is a must.
Consumer buying behavior is changing. The change was slow at first, but now it’s accelerating. Fifteen years ago, out of 10 visitors — one or two of your prospects made a purchase the first time they heard about your brand. Today, consumers use an average of almost five touch-points before they purchase.
As Michael Allen, Vice President of Solutions as Dynatrace said, “Every customer journey is unique in today’s digital business economy. The rise of online and mobile commerce has fundamentally changed the way we shop, but it’s not as clear-cut for retailers as just identifying whether their customers shop online or in-store.”
This infographic from Raconteur plots the new retail purchasing pathway, taking the prospect from discovery to evaluation and on through the purchase. Within those stages, consumers are bouncing between online and offline channels to research and price their purchases. The customer journey doesn’t end there, though — it continues with experience and loyalty.
Douglas Karr is the founder of Martech.Zone.
Top Performing Emails - First Half of 2020
Our Strategy & Analytics team created a benchmarking tool that quantifies the millions of emails we send every minute. Compared with the average open and clickthrough rates, these 12 emails really shone. Learn why.
5 Holiday Marketing Must Haves to Help Retailers Crush Q4
A global pandemic, cultural shifts, new technology and privacy laws: a lot has happened this year, which guarantees that later this year, retailers will see a...
By Monica Deretich
Why Translating Your Market Segmentation to Personas Make Both More Useful
Though they have the same goal — to help you understand your customers so you can market to them effectively — personas and market...