John McPartland’s Post

In today's digital era, the path to purchase has become more complex than ever before. Brands and retailers must adapt to consumers' evolving behavior by bridging the gap between physical and digital experiences. As digital touchpoints now play a crucial role in product discovery and conversion, businesses need to facilitate seamless interactions across all channels. Ultimately, while technology is important, maintaining a strong brand reputation and quality products remain key factors in standing out in a crowded marketplace. #Retail #DigitalMarketing #ConsumerBehavior #RetailTechnology

I’ve always been interested in generational theory, and the way it helps us understand the quirks of different age groups. From the conservatism of baby boomers to the rebellious streak of Gen Xers, the social consciousness of millennials, and how the digitally native Gen Z are trying to reimagine the idea of an analogue world. But I’ve also come to learn we’re all at the risk of generalizing – especially in marketing. Working on this content reminded me how digital adoption across the board is blurring the lines between generations, highlighting the need for a much finer understanding of each individual’s traits and preferences. I especially like the personas we identified in this study, which I believe can be a handy tool for customer segmentation going forward. Check it out.

I've been reflecting on the nuance between "point of decision" and "point of purchase." The latter is used more often than not. Decision is the cause and purchase is the effect. In this dynamic retail environment, understanding consumer behavior is paramount. A crucial concept that often gets overlooked is "point of decision..." I'm defining this as the crux of the customer journey: in-store, on any grocer.com, and social apps (Instagram, X, etc.). Point of decision: research shows that 63% of shoppers begin their journey online, emphasizing the importance of digital touchpoints in influencing decisions. Moreover, studies show that 67% of the buyer's journey is now done digitally. This means that brands have ample opportunities to shape perceptions and preferences well before customers reach the point of purchase. Point of purchase: this isn't always the end of the customer journey. It's merely the transactional moment. The real challenge lies in influencing decisions well before this point and reinforcing the "same" future purchasing decision. Why does it matter? Because successful retail strategies are built on anticipating and shaping these decision points. It's about creating compelling experiences, providing value, and nurturing relationships that guide customers seamlessly towards purchase. #retailinsights #customerexperience #retailstrategy #nextgeneration

Maintaining a competitive edge in today's dynamic retail landscape requires brands to proactively adopt AI, prioritize hyper-personalization, and elevate omnichannel experiences. By investing in and embracing these trends, brands will emerge as leaders in the Canadian retail landscape. Our client Eagle Eye's Director of North America, Joel Percy, discusses these three key trends and how they will guide Canadian retailers and grocers' customer marketing and loyalty strategies this year. Read more about the trends that are reshaping the Canadian retail industry in Strategy: https://lnkd.in/e2PzgaVQ #RetailTrends #AIIntegration #HyperPersonalization #OmnichannelExperiences #RetailInnovation #2024Trends #ConsumerDemands

Why Do Consumers Research Online but Buy Offline? Here's What Brands Should Consider 💡 Did you know? Over 80% of shoppers research products online before making a purchase, yet 49% still prefer to buy in-store for the instant gratification and tactile experience. This trend, known as "ROBO" (Research Online, Buy Offline), is especially prevalent in high-value categories like electronics and fashion. This behavior presents both challenges and opportunities for online businesses. While brands may lose sales to brick-and-mortar stores, the research phase plays a crucial role in building brand recall and consumer trust. So, What Can Brands Do to Succeed? 1️⃣ Embrace an Omnichannel Approach:      Offer options like "Buy Online, Pick Up In-Store (BOPIS)" or "Reserve Online, Try In-Store." Ensure your inventories are synced for real-time availability and a seamless shopping experience. 2️⃣ Entice Online Purchases:    Roll out exclusive online deals, free shipping, or easy return policies to match the convenience of offline shopping. Consider introducing subscription models for added benefits. 3️⃣ Leverage Data and Personalization:    Dive into analytics to track consumer behavior and retarget them with tailored offers. Highlight nearby store options to encourage conversions. 4️⃣ Elevate Your Online Content:    Include detailed product descriptions, customer reviews, and even AR/VR tools for better product evaluations. Create educational content such as "how-to" guides and comparison tools. 5️⃣ Connect with Offline Touchpoints:      Experiment with pop-up stores or experiences to allow consumers to "try before they buy." Partner with local retailers to ensure product availability and presence. 📊 The Future is Hybrid! Brands that effectively meld online research with offline fulfilment are on the fast track to boost customer loyalty and retention rates while minimizing lost conversions. 👉  What’s one way your brand is addressing the ROBO phenomenon? Let’s share ideas!  #ConsumerBehavior #ROBO #Omnichannel #Ecommerce #Retail #ecommerce #online

Unlock the future of retail! Our research in collaboration with Retail Economics, gathered insights from 2,000 UK consumers. It uncovers the secrets behind today's shopping habits, highlighting the importance of crafting smooth and personalized customer experiences. This comprehensive report provides a roadmap to understanding customer journeys, managing expectations, building trust, and successfully adapting strategies for tomorrow's retail landscape. Read more to craft smooth and personalized customer experiences for higher ROI ➡ https://lnkd.in/dF8buQpF #OneCommunicationsPlatform #ShopperPersonas #OmnichannelCommunication

Understanding Modern Consumer Behaviors in the Retail Market 1. Omnichannel Shopping : Consumers increasingly engage in both online and offline shopping. They often research products online before purchasing in-store or check out products in physical stores before buying online (showrooming). 2. Convenience and Speed : There is a growing demand for convenience, driving the popularity of quick delivery services, click-and-collect options, and automated checkout systems. Consumers value time-saving solutions and seamless shopping experiences. 3. Personalization and Customization : Shoppers expect personalized recommendations and offers. Retailers use data analytics to tailor marketing messages, product recommendations, and loyalty programs to individual preferences and behaviors. 4. Sustainability and Ethical Consumption: Consumers are more likely to choose brands that align with their values, such as those offering sustainable, ethical, or locally sourced products. 5.. Value for Money : Many consumers are price-sensitive and seek value for money. This behavior drives the popularity of discount stores, private labels, and promotions. 6. Health and Wellness Focus : There is a rising interest in health and wellness products, including organic, natural, and functional foods. 7. Digital Influence : Social media and online reviews significantly impact consumer decisions. Influencers and peer reviews often shape perceptions and preferences, making digital presence crucial for brands. 9. Loyalty and Brand Trust : Trust in brands, particularly regarding quality, safety, and transparency, remains a significant factor. Brands that communicate openly and uphold strong ethical standards tend to foster greater customer loyalty. #RetailTrends #ConsumerBehavior #RetailInnovation #MarketingStrategy #CustomerExperience #SustainabilityInRetail #Ecommerce #RetailManagement #LinkedInProfessional #BusinessGrowth

In an era of zero consumers, #FMCG brands must be able to do personalization at scale. #Personalization is a great counter to zero consumers no longer having brand loyalty. But to do personalization means you have to capture customer data in an effective, seamless manner. With SKALE, you can start setting up the foundation to enable personalization at scale. https://lnkd.in/gRGdS3KC

A must read Report from Infobip, in partnership with Richard Lim and the team at Retail Economics. Time is now to understand the changing buyer personas and how best to engage and service them. Lets get #phygital and deliver the same service we get in store, in a digital World. #retail #customerexperience #contactcentre #ecommerce

Consumers engage with brands on up to 20 different channels, so reducing friction on the path to purchase is crucial in making the sale. So how are you cutting through all the noise and ensuring your omnichannel strategy is up to snuff? Get crucial insights into today’s modern consumer journey and learn how Add-to-Cart can streamline the path to purchase in our report here: https://lnkd.in/g_emu4Va #AddToCart #WhereToBuy #ShoppableMedia #PathToPurchase #ConsumerJourney #Omnichannel #Multichannel