Page 10 - AeM_October_2022

RESEARCH, ANALYSIS & TRENDS

The big shift has been driven by technology that offers
consumers more digital touchpoints with the product
along the consumer journey. Today's consumers are
better informed, more demanding, and often impatient.

In other words, the abundance of information is chang-
ing the traditional consumer journey: If consumer needs
are not met, this can affect a brand's sales.

Digital contact points are increasing

The rise of digital touchpoints, such as online shops,
apps and marketplaces, increases the visibility of prod-
ucts and enable consumers to discover them, regard- Due to the increase in e-commerce, the shopping land-
less of where the items are listed. For example, social scape is more densely populated than ever. Brands
media offers great opportunities for brands to reach out that use tactics like buyer discounts, how-to videos,
to the next generation of consumers. A digital strategy and same-day delivery options often win since they
that includes social media will therefore be crucial for provide the buyer with more information and engage
future business success. them longer with their offerings.

However, the increase in channels means more com- A seamless checkout also makes a big difference.
petition as brands and retailers now fight for the atten- Shoppers today expect everything to be as easy as
tion of consumers and their own visibility. This requires Amazon's one-click checkout. Any difficulty on the way
new strategies such as shoppable media or the use of to the checkout quickly results in the consumer aban-
social commerce. doning their shopping cart and buying from the compe-
tition instead.
Keep consumers engaged
Positive experience after purchase
According to a recent survey by channeladvisor, Ama-
zon and search engines are the top channels for con- In contrast to the traditional one, the modern consumer
sumer research. They search for a specific product journey does not end at the checkout. The experiences
across multiple channels, expanding their product consumers have with delivery are just as important as
knowledge and determining the best price or possible the previous three steps: they can turn a consumer
alternatives. from an advocate to a critic.

That's why it's so important to keep consumers interest- Brands and retailers are not responsible for every prob-
ed along the consumer journey, since their attention lem themselves. Crises in global supply chains, for ex-
spans are short and choices are plentiful. Brands and ample, affect companies of all sizes and sometimes
retailers can easily lose potential sales and should have devastating consequences for sellers. The key for
therefore highlight their content with up-to-date product brands and retailers is transparency: consumers want
descriptions, images, blogs, and reviews. to be informed about where their product is or how long
it will take for delivery. In other words, clear communi-
More online and physical channels mean more choices
for consumers. Consistent messages on the Internet cation and on-time delivery strengthen a brand's repu-
tation and keep consumers coming back.
and in retail are all the more important for brands, be-
cause they ensure that consumers are well informed The modern consumer journey has evolved significant-
and enable a smoother purchasing process. ly in recent years. For some brands and retailers, this
may be daunting but adapting to the new e-commerce
Stand out from the crowd
era will ensure their success for years to come. ◊
The final stage of the traditional consumer journey is By MediaBUZZ
the purchase. How a brand differentiates itself from its
competitors and how smooth the journey to purchase is
will prove crucial.

10 October 2022: Customer Journey & Experience Marketing