This year’s Wunderman Thompson’s Future Shopper Report looks at the current commerce landscape through the lens of the modern shopping journey. The path to purchase today may be more complicated than ever, but 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 this report.
This study reveals that the inspiration phase is truly omni-channel. It’s a wide, wide world where discovery comes from all angles. And while it’s imperative for marketers to have their products top of mind during this 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.
You can access the full report from here
KEY OVERALL TAKEAWAYS:
- Search engine dominance is dying in the inspiration phase. Review your media strategy to ensure that you appear where your customers are looking.
- Social inspiration is vital for brands and
organizations, especially with the imminent arrival of social commerce. - Physical stores will not die—so long as they
provide an omnichannel data-based experience worth visiting. - DTC (Direct-To-Consumer marketing) is a vital component of a balanced eCommerce strategy, but brands must work hard to
move consumers from inspiration to transaction.
If you want help in analysing your eCommerce activities, don’t hesitate to click on the button below and email us.
