understanding the connected customer journey
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The connected customer journey
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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.
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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.
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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
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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.
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The next best action isn’t always the next best offer.
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The key is offering utility: we will use an app frequently if it makes our lives easier.
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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.
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Today’s connected tech has given marketers more and better opportunities to reach people.
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Visits to brick and mortar locations can be supplemented and supported by mobile and IoT tech, marketing messaging personalized across physical and digital media.
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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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