The Role Of Digital In The Path To Purchase
New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical
August 27, 2012
Why Read This Report
CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conducted a deep-dive study into consumer purchasing behavior and found that today's shopper is multichannel and value-focused. Read this report to understand how and where North American consumers do their research before purchasing and how to best design a shopper marketing strategy that takes advantage of the increasing popularity of digital channels for shopping research.
Already a Client?
Log in to read this document.
Become a Forrester Client
Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Welcome To The Age Of The Multichannel And Value-Focused Shopper
- Shoppers Embrace Mature Digital Channels, But Stores Stay Crucial
- Technology Adoption Drives Shopping Research Behavior
- Combine Data And Technology To Improve Shopper Marketing
- Supplemental Material
- Related Research Documents
It's Time To Put Shoppers Back Into Shopper Marketing
June 19, 2013 | Cory Munchbach
The US Customer Experience Index, Q3 2015
October 5, 2015 | Megan Burns
Brief: Three Reasons To Consider Alternatives For Cross-Channel Campaign Management
May 14, 2015 | Rusty Warner