The linear customer journey has been scrambled.
Today’s path to purchase includes multiple touchpoints both off and online. Brands are having to prioritise and measure their data strategy to keep up with the demands of more informed customers with a range of competing products at their fingertips.
The evolution of the omnichannel shopper, who uses a combination of brick-and-mortar and online channels, is a massive opportunity for brands and poses a dangerous risk if ignored. The opportunity lies in the data.