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The consumer journey to make a purchase has evolved (and continues to do so) rapidly. There used to be a time when buying only happened in the brick-and-mortar stores and, in the early days of ecommerce, on our personal computers. That type of buying still happens today, however now, people tend to use many different channels and devices in a single purchase cycle. Plus, to make things even more complex, additional channels are added on an ongoing basis.
It goes without saying, buying is no longer a linear path. The purchasing journey can become a bumpy ride with lots of detours that eventually can lead to frustration for your customers. That’s why you need to make it as easy as possible for them to get from point A to point B, and why you need to adopt an omni-channel approach to marketing. Unfortunately, very few businesses are winning at this type of cross-channel marketing. Why? Because omni-channel is an extremely misunderstood term and many small businesses don’t even know where to begin…
