Trends Report

Servicing The Multichannel Buyer In Europe

Consumers Have Embraced All Touchpoints, And So Should eBusiness Professionals

September 8th, 2010
Patti Freeman Evans, null
Patti Freeman Evans
Lauriane Camus, null
Lauriane Camus
With contributor:
Benjamin Zeidler

Summary

Today, European consumers face a wide range of touchpoints and have adopted a complex purchasing journey. These consumers use more than one channel to research and buy a product, and they are influenced by sources across many communication channels. Sixty-five percent of European online adults start researching a considered purchase online, and 64% end up buying the product in a shop. As new and emerging channels like mobile gain adoption in the retail world, eBusiness and channel professionals must embrace a customer-centric approach and use multiple channels to meet the changing needs of their customers.

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