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Brands will have to take the omnichannel route: Report

Jul '19
Pic: Wunderman Thompson
Pic: Wunderman Thompson
While search once dominated shopping inspiration that included search and social media, to innovation and demographics, an omnichannel inspiration strategy will likely serve brands best today, says a latest report. Search engines may still lead in the first mile of shopping but nearly every channel has enough traction with consumers that none should be ignored.

The  report ‘Future Shopper 2019’ by Wunderman Thompson, a global e-commerce consultancy firm, surveyed over 15,000 online consumers across the US, UK, Spain, France, Belgium, the Netherlands, Germany and Czechia.

The report looked at the current commerce landscape through the lens of the modern shopping journey. The path to purchase today is more complicated than ever. Everyone still looks for inspiration for something to buy, searches to find the best option, and chooses a place to purchase. Those three phases form the core elements of the report. While it is imperative for marketers to have their products top of mind during the first phase, they should also understand where and when brands have the opportunity to make an impact as shoppers transition to search.

Once shoppers begin actively searching for specific products, the field narrows into three key areas: retail, brand websites, and online marketplaces like Amazon. No single channel dominates in search, and brands must be present to be in the consideration set. This is where media spend must increase. Then, as consumers move towards the end of the shopping journey, brands need to be laser-focused on providing a gold standard of the right price, product in stock, and speed of delivery. Today, there are partners available at all stages to help one manage the complexity of the shopping journey. (PC)

Fibre2Fashion News Desk – India

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