The connected customer journey

To create engaged, loyal customers you need to know where each individual is in their relationship with you – and how best to meet their needs.

The customer journey is more complex than before; we don’t shop in the same place every time, and it’s not all about the transaction.

Even in-store we use mobile for research and comparison

82% use phones in-store to check out products they’re about to buy

1/4 have changed their minds because of something on their phones

Knowing what your customers are doing – or what they’re intending to do – at any given moment is key to knowing how best to connect with them.

The next best action isn’t always the next best offer.

The key is offering utility: we will use an app frequently if it makes our lives easier.

38% of consumers will download an app if it’s required to complete a purchase but half will delete that app immediately after. Not so useful.

Today’s connected tech has given marketers more and better opportunities to reach people.

Visits to brick and mortar locations can be supplemented and supported by mobile and IoT tech, marketing messaging personalized across physical and digital media.

While powerful, mobile on its own isn’t enough; the customer journey now involves a multitude of on- and off-line interactions that require a unified commerce approach.

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