Friday, October 19, 2012

Winners and losers along the digital path to purchase

We know that ever-increasing numbers of consumers are going online to help their shopping, whether it’s to speed up a transaction, research best prices or seek reassurance that they are making the right choice. 

However, it is not the same across all categories and brand owners need to think carefully about the right approach to take to ensure that their digital strategy doesn’t distract from sales.


Although the explosion of digitaltouch points has made the world more complex, the basic rules stay the same. As Herb Sorensen put it in ‘Inside the Mind of the Shopper’ (2009), the relationship between the shopper and the retailer consists of three shopper inputs and two retailer outputs in return. 

Shoppers give time, money and angst, and in return they receive items and satisfaction. When it comes to meeting shopper needs – any application that saves time, money or angst (or even better all three) will have a good chance of success. Any application that does not deliver against one of these basic needs will likely fail. 

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