Wednesday, September 14, 2011

The digitally-enhanced path to purchase

"The digital path to purchase is changing the game for shopper marketers – fast. Digital strategist Stanley Stevens discusses the new retail marketing frontier."

With over 62 per cent of shoppers now searching for deals digitally before at least half of their shopping trips, digital shopper marketing is the new frontier on the path to purchase. Consumers are adopting digital developments at every touch point in order to decide where and when to buy, providing marketers with an opportunity to engage them at-home, on-the-go and in-store. Stanley Stevens demonstrates how some of the leading brands and retailers are using digital tools to interact with today’s consumers in an increasingly complex retail environment.

The key marketing success today lies within a marketer’s ability to leverage digital technology at every stage of the shopper’s path-to-purchase. (That is, any digital insight, creative message, channel or tactic integrated within a shopper marketing solution.) Digital shopper marketing not only reaches shoppers at every stage of their journey, but also continuously measures activity in real-time in order to optimize the engagement with shoppers.

To understand the digital path-to-purchase Stanley lays out the marketer’s objectives and examples at each of the three phases of the journey: pre-store, in-store and post-store. Read more here:

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