How today’s path to purchase demands omni-channel approach

If there’s a single overbearing rational for moving toward omni-channel retailing, its this: your customers have already become omni-channel consumers – of information as well as goods.

An ever growing number of purchase decisions are being made outside the store. The trick is to carve out a relevant place for the store in the customer’s world.

To understand how, you’ll need to understand the complicated paths to purchase at work. Retailers have to inhabit the information buy-way that their customers are moving freely about in, and work out where they can intersect with them most effectively.

The shift in consumer decision making means that marketers need to adjust their spending and view the change not as a loss of power over consumers, but as an opportunity to be in the right place at the right time” McKinsey Quarterly

Connected Store has published a ReThinking article about integrating technology the new path to purchase and how it can be extended into store. You can download it FREE below.

Click here for your ReThinking paper on the Information Buy-Way