Page 9 - AeM_October_2022

RESEARCH, ANALYSIS & TRENDS

There are many ways leading to a

purchase

Consumer purchasing habits have changed research before making a purchase than they were be-
drastically over the COVID-19 pandemic, and fore the pandemic.
consumers are now much more experienced at
all stages of digital shopping. This changing Technology influences the purchase
buying process presents great opportunities for The major advances in technology over the last decade
brands willing to adapt, embrace new changed consumer purchasing habits. Studies show
technologies, and meet rising consumer that consumers use multiple channels and devices to
expectations. learn about products. For example, 60% of all online
purchases are already made via mobile phones. These
The growth of e-commerce has encouraged consumers technical developments lead to a new "always-on"
to explore, discover, and buy products in new ways. mentality – and to a lasting change in purchasing be-
You can shop on marketplaces, retailer or brand web- havior.
sites, social media platforms, and other channels. In
fact, according to a study by channeladvisor, 46% of The traditional consumer journey generally doesn’t
consumers are shopping online more frequently and change, despite industry innovations: first the consum-
38% of shoppers say they buy more directly from er becomes aware of a product, then he considers it
branded websites and non-Amazon marketplaces than and finally he buys. This process remains the same
they did before the pandemic. In addition, consumers whether it takes someone ten minutes or ten months to
no longer passively wait for the latest trends to be pre- purchase a product.
sented to them, but actively search for them. The sur-
vey shows that a third of consumers are doing more

October 2022: Customer Journey & Experience Marketing 9