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In the ever-changing landscape of modern sales and marketing, understanding the new shopper journey is crucial for brands aiming to thrive. This blog highlights some of the topics covered in our new white paper 'Journeys in data: The new shopper journey' which explores the transformative changes in consumer pathways and emphasises the need for unified sales and marketing efforts to achieve better results.

 

convergent consumer 

Understanding the convergent consumer

In today's rapidly evolving marketplace, the 'Convergent consumer' has emerged, characterising the fluidity in how people now shop. These consumers seamlessly integrate various shopping channels, technologies, and touchpoints in their purchasing journey, seeking a consistent and integrated experience across all platforms.

This shift challenges conventional paths to purchase, making it essential for brands to connect with the right people, in the right ways, at the right times. Understanding and responding to these unbounded behaviours is crucial for optimising sales investments and staying competitive.

The impact of changing behaviours on brands

The rise of e-commerce has fundamentally transformed shopper behavior, enhancing accessibility, convenience, and product availability. Consumers now enjoy unparalleled access to a vast array of products from around the globe, available at their fingertips 24/7.

This digital revolution has empowered shoppers with more choices and control over their purchasing decisions. The convenience of online shopping, from quick deliveries to easy returns, has become a significant driver of consumer preference, shifting the balance of power toward consumers and forcing companies to be more responsive and customer-centric.

Navigating the evolving value equation

With increased accessibility and availability of products, consumers are reassessing what matters most to them about the brands, products, and services they purchase. The traditional value equation, which is the ratio of quality received to price paid, is evolving.

Today, consumers weigh various factors such as experience, time, the power of good, money, and reward when making purchase decisions. Brands that reduce barriers to purchase must consider all elements of this value equation across the changing shopper journey to maximise the likelihood of shoppers choosing their product over alternatives.

Creating a unified commercial strategy

To maximise revenue across the customer lifecycle, sales leaders must understand and align with other customer-facing teams. Sales must work in lockstep with marketing and customer experience teams to create a unified and commercial strategy.

This involves becoming more buyer-centric, predictive, adaptable, and connected. Leveraging data and technology, brands can pre-empt and adapt to changes in the buying environment, creating deeper connections with marketing services to support demand creation alongside traditional sales activities.

Our white paper 'Journeys in data: The new shopper journey' expands on this and can be downloaded here