A little about today’s consumers
Today, consumers take a multi-device/multichannel path “journey” to purchase and navigate seamlessly between various touchpoints, driven by the given context.
CONTEXT DRIVES DEVICE CHOICE
Today consumers own multiple devices and move seamlessly between them throughout the day
A new path to purchase
The new path to purchase is called customer decision journey.
Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a ‘funnel.’ But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer.
A more sophisticated approach is required to help marketers navigate this environment, which is less linear and more complicated than the funnel suggests. We call this approach the consumer decision journey.
When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the right place at the right time with the right message.
Source: McKinsey & Co | Winning the customer decision journey, december 2011
Customer journey as a differentiator
Consumers connect with brands throughout the customer life cycle: they discover, explore, buy, and engage using a multitude of touchpoints. But some sources are more effective than others at driving consumers to the buy phase and have a stronger influence on the price they ultimately pay for their purchase.”
“Marketers need to understand the iterative and circular consumer decision journey so they reach consumers in the place at the right time with the right message. Getting the basics right starts with the customer decision journey and it can mean millions of euros in growth or savings. Marketers can find millions of euros by being much more systematic and disciplined about extracting value from every stage of the customer decision journey.
Sources: Forrester Research | Assess the Impact of Touchpoints Along the Consumer Path-to-Purchase, april 2013
McKinsey & Company | Major Bank, Major Digital Transformation, december 2012
Moving from point of sale to point of decision: the omnichannel
A differentiating strategy in the omnichannel era is moving from the “point of sale” to “point of decision”
Omnichannel, an attempt at a definition
"In its most simple sense, omni-channel can be defined as ‘doing multi-channel properly.’ Omni-channel starts with understanding the needs and behaviors of your customers, then designing experiences that fit your brand into their natural habits and day to day lives. Finally, the right technologies are chosen and optimized to deliver the experiences in an efficient, enjoyable and consistent manner to the consumer."
Source: webcredible | Omni-channel Customer Experience, november 2012