5 Ways the Customer Journey Can Lead to Discovery
Just when you think you know the customer journey, think again. In the digital age, new paths to purchase are forged at the tap of a touch screen. According to a Think with Google report, “How intent is redefining the marketing funnel,” as people turn to their devices for immediate answers, no two customer journeys are exactly alike. Even within the same category (say, a search for “best washing machine sales”), customer journeys take multiple shapes.
“Today, people are no longer following a linear path from awareness to consideration to purchase,” according to Google. “They are narrowing and broadening their consideration set in unique and unpredictable moments.”
Today’s customer journey is paved with personalization and multiple searches. Before a purchasing decision is made, today’s empowered consumer may zigzag from researching “best washer brands” as well as the entire category, e.g., “front loader vs. top loader,” to gathering specific details on multiple washers, to finding product reviews and searching “washer sales near me.” And these searches are in no particular order!
Jennie Gilbert is COO of Retailer Web Services, a Scottsdale, Arizona-based company whose mission is to help independent retailers realize their dreams through the promise of technology. Gilbert is a frequent speaker at durable goods retail conferences and the co-author of RE:THiNK: 11 surprising things you should do now to win retail customers in the digital age (Retailer Web Services, 2015), available on Amazon and at www.retailerwebservices.com.