Channel Diversification: Exploring the Online Customer Journey

Consumer Purchasing Paths

Recent trends show growing consumer paths to purchase online. The shopping and product research process has fragmented from a Google centric model to an unpredictable and highly personal path depending on the user group.

This presents the need for highly unique strategies per channel with diversification. Shoppers can be unpredictable and the changes in retail have mixed up the purchase journey. The first step in identifying potential sales channels is to determine which retailers are visible to the end consumer.

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