Potential Touchpoints In The Shopper’s Multichannel Journey

The way people shop is changing as a result of the interventions of digital technologies and social media. The basic consumer decision-making model has become more complex and as a result the shopper’s path to purchase can mean that they not only encounter all of the traditional (pre-Internet) purchasing cues but also a range of new digitally enhanced cues. The potential touchpoints a shopper might encounter prior to purchase might encounter cues which can inform their purchase decisions.

To begin with, digital technology has impacted on consumer decision making by providing a vast store of information which shoppers’ access to inform their purchase choices. So a path-to-purchase typically begins with an entry in a search engine or a visit to a retailer’s website. Digital search tools play a vital role as consumers say they help to save time. But digital marketers should not assume that consumers no longer interact with the physical world as they are still likely to watch television and in doing so encounter more traditional advertising.

Good-Luck (Team Expertek US)
www.expertek.net