The path-to-purchase these days is rarely linear. Rather, customers often take a multi-directional route as they interact with brands through various platforms and channels before reaching their final check-out destination. The impetus behind this change of pace: mobile and digital technology, and the opportunity it affords companies to create meaningful, 1:1 relationships with the clients they serve. As a result, interested customers are no longer limited to walking into a physical, brick-and-mortar storefront to purchase the goods and services they need. Now, they can simply hop on their smart phone, tablet, or other device for instant access to myriad options that fit the bill.
Such innovation not only benefits your core audience—it also poses incredible growth opportunity for your business, primarily by allowing the capture of key profile data that can be leveraged to drive improved performance and more targeted campaigns. From statistics on abandoned online “shopping cart” rates to click counts that monitor the various paths of activity as individuals peruse digital offerings, the amount and level of data available is virtually endless, and a majority of it can be used to help companies create contextual, customized interactions that clients crave—for example, think of Amazon’s “customers who bought this also bought this” outreach method, and the amount of add-on sales it generates. Read More