The traditional views on path to purchase, shopper cycle, and customer journey that have long guided brands to map consumer touchpoints are quickly becoming outdated. Modern consumers have a more dynamic relationship with brands, and with it, they expect a consistent brand experience across multiple devices and channels. Retailers must therefore rethink the connections between each potential customer touchpoint before, during, and after conversion. In the end, the goal should be to understand customer lifetime value and the customer's journey and buying habits across all digital and physical touchpoints.
Though easier said than done, developing impactful omnichannel experiences demands an integrated approach that combines customer insights across data sources to inform customer relationship management (CRM) and marketing. By leveraging data to understand customer preferences, engaging customers with the right messages at the right times, and ensuring consumer touchpoints feed into one another to create seamless experiences, brands can position themselves to deliver an omnichannel journey that earns customer loyalty.
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