The Multi-Touchpoint, Agile Commerce Consumer

In their transition to agile commerce, companies must understand how consumers are interacting and using multiple touchpoints to research, transact, and get service. Customers no longer stick to channels: Increasingly, consumers use both traditional channels and emerging touchpoints to consider, select, buy, solicit help, and share over the life of their interaction with a product or service. eBusinesses must support this life cycle across the multitude of consumer touchpoints, including digital, face-to-face, direct, indirect, passive, and active ones. In order for eBusinesses to drive toward agile commerce and embrace the needed transformation of their organizations, they must evolve from a channel-centric, operational mindset to a customer-centric approach that embraces digitally connected consumers' use of many touchpoints. This research is an important tool to tell that story and illustrate the cross-touchpoint behavior of today's consumer.