Customer's decision journey has changed

The customer’s journey from consideration to actual purchase is getting more complex. Before making a decision, a customer interacts with the brand through many different channels over several days.

As the old saying goes, information is power. But that may be more current today then ever, in an age where informed customers have changed their journey to evaluate and use product information to purchase. The change is not a problem. Rules change all the time and customers adapt to it. It becomes a problem when companies don´t follow the development and when customers lack information that makes them not act.

The complexity in the customers journey to make the actual purchase has developed with instant access, anywhere – anytime connected to information about products. Customers track down information from many different channels and compare them before they make their final decision. When the customers are coming to you, they expect to get information that is detailed, good packaged and fits their expectations regardless of channel.

To join the customer journey, companies must provide the correct information in all the channels they are active in. One way to do it is with inRiver and Merit, read more here…

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