New digital channels, particularly social media and mobile, have changed how customers interact with organisations and brands. Their basic needs have not changed. However, these new channels have provided greater opportunities and led to raised expectations.
Convergence of computing and communications technologies now gives customers better access to information and choice, whenever and wherever they want to make 'purchase' decisions. Over a third call friends on their mobile for advice on buying a product while in the store.
The path to purchase is no longer a linear progression from when the need is identified through consideration, information gathering, trial/review and decision making to purchase.