February 23, 2017 by John Swords
Organized. Structured. Logical. Predictable. None of these words describe your customer’s path to purchase. There is no grid system. No wide-lane expressway will guide your shopper from initial awareness to the ultimate destination of submitting an order.
Marketers struggle to steer shoppers down the purchase path when there are so many cost-cutting, channel-crossing competitors distracting the shopper along the way.
Rather than trying to dictate each move on the customer journey, marketers can shift strategies to support the consumer as they shop.
Your site and stores may be the roads that customers use, but tools such as user-generated content and email can help to keep them focused, engaged and on course to complete a purchase.
TurnTo’s white paper series, “Driving the Customer Journey: User-Generated Content and the Purchase Path,” examines how this ecommerce evolution has impacted consumer behaviors, marketing strategies and the role of user-generated content in the customer journey.
Part one of the series, “The Journey Begins – Pre-Purchase,” details how thoughtfully featuring UGC throughout the purchase path can engage shoppers from initial product searches to product pages.
While the customer’s journey is an unpredictable, winding road, there are ways you can keep the shopper focused and moving toward a purchase. Download “Driving the Customer Journey: The Journey Begins” to learn more.