And changes in behavior happen faster than ever. Consumers learn about products, compare prices, share opinions, consume content, and make their decisions where and when it best serves them on their consumer journey their path to purchase. Different websites, devices, store channels and media types (both online and offline) interact to impact consumers throughout their journey. This forms the consumer experience that is ultimately decisive for the success or failure for brands and retailers.
To make things even more complex, consumers paths to purchase are highly different for different consumer segments, purchase channels and shopper missions. Most CPG (Consumer Packaged Goods) giants and top retailers agree with the importance of an omnichannel perspective on the consumer experience. However, most of them have yet to move beyond single-channel tactics.
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