November 15, 2016
By Mandy Hawkins
Shopping cycles have always revolved around the following process: identifying a need, becoming informed, and making the purchase. In the past, this was pretty much a product-driven process, and fulfillment of the need was only met in a brick-and-mortar setting.
Now it's all about the customer journey, which involves the same aspects, but is consumer-driven. Fulfillment can take place in a physical location, or through the wonder of ecommerce. Why is understanding the new customer journey so important? It's obvious that retailers who remain product focused will be forgotten to those who make the journey an experience for the customer. So how does the retailer go about accomplishing this?