The following article written by ForeSee VP of Marketing Eric Feinberg was first published on CustomerThink.
The days of being able to easily understand the path your customers take, from start to purchase, is over. Today, consumers have greater choices and their shopping journey has many routes that include smartphones, websites, and physical stores.
A transformative shifting is happening with customers: the point being, what happens in one part of that journey can impact the final sale, and understanding which parts to improve or change can make a difference a difference between being on the winning or losing side of the retail meltdown. An issue described very succinctly in an article by the economics reporter at The Atlantic earlier this year.
A transformative shifting is happening with customers: the point being, what happens in one part of that journey can impact the final sale, and understanding which parts to improve or change will be the difference between winning and losing for most retail brands. So first, let’s outline some of the emerging consumer trends that are worth focusing on.
BOPIS, Fulfillment, & Webrooming/Same-Day
There are a few emerging journeys that retailers are adapting their strategies to. Perhaps the most buzzworthy is BOPIS, or Buy Online, Pickup In-Store. In the last few years, this has increased in popularity among consumers. Some retailers, such as Home Depot, are nailing this strategy by integrating the in-store and digital experiences and measuring the customer journey.
Fulfillment – or customers that visit a store to make a purchase, but have the item(s) delivered to their home – is also gaining in popularity, and it’s likely to become more pronounced across the retail industry.
And finally, there’s the rise in same-day delivery for online purchases, a journey that could always begin on a mobile device while inside a brick-and-mortar store, as retailers take a more serious view of their showrooming strategy (thus making it a version of “webrooming”). The names for these emerging journeys are likely to change and be replaced by more buzzworthy versions, but you get the gist…
Read Eric’s entire article via CustomerThink: Retailers: What happens online doesn’t stay online — navigating today’s customer journeys