Market at the edge

What is the consumer path? As a marketer, it is more than important to learn consumer’s purchase intentions. To be able to optimize any of your marketing strategy, the consumer journey allows marketer to find a logical end at every purchase point. It all starts with where your consumer learns about your products, which is ranging from advertising, the recommendation of friends, family and online communities, as well as our research.

No wonder tech-enabled customer experience has never been more vital since online purchasing will not only convenient the consumers but also benefits marketers to better track consumers behaviors, so that to constantly improve the service they provide, which is a win-win situation.

Here are some findings on trendy consumer path:

Out of all the distribution of online purchases: Retailers’ websites and apps, websites or apps from brands, and online marketplaces, an online marketplace is still winning ahead of the game, such as Amazon, eBay, and Alibaba, which provides efficiency for shopping, and alluring price. Now, I cannot imagine living without them.

Various emerging channels make marketing living on the edge.

Shopping at the edge
Salesforce’s connected shopper’s report shows that on average, customers use eight channels to communicate with brands, nearly one in 10 purchases occurs on emerging digital purchase points, which channels could be completely separate from retailers’ and brands ‘owned properties. The days of merely pulling consumers into owned physical and digital spaces are over. Shopping is increasingly about pushing brands into the daily lives of consumers, wherever they prefer to engage. These digital destinations include social media, message platforms, voice assistants, and other intermediaries.

Trendy purchasing places
According to the article, 86% of shoppers purchase from. Retailers, brands and online marketplaces. So far, they all cannot offset each other’s benefits. Which the research shows shoppers are 2.4X more likely to go to a brick-and-mortar store for first-time purchase, but for repeat purchases, more consumers would order things online.

Loyalty program & customization
The one constant across generations, however, is loyalty programs, cited by more than 70% across all sectors. However, retailers are challenged to turn their commodified loyalty programs into truly exclusive ones. For limited edition or customized products under. A third of boomers polled said it would increase their likelihood to buy, compared with 66%. And 72% for millennials and Gen Zers respectively. These preferences are even more pronounced among younger generations. Gen Zers vs. silent/ baby boomers are 14X more likely to use influencers to discover and evaluate new products.

As a marketer today, it is crucial to stay up to date of what the trendy and booming digital platforms are since the marketing world is constantly evolving, Consumers are shopping at the edge, thus marketers are marketing at the edge. Also, having innovative ideas to develop a membership program, so that you can segment consumers, and convey the right message to the right individuals, is the competitive key. Plus, a sustainable business should always include both a physical store and an online platform. Since the purchase behaviors tailor to online shopping, which makes the consumer path more than easy to capture. But how to analyze big data from different channels become the prerequisite of a successful marketer.

Thank you for reading~

Think Digital 🤩