UK's Multichannel Consumers Demand Customer Life-Cycle Marketing

Consumers have come to rely on a plethora of channels, devices and touchpoints to guide them through their purchase decisions. This path to purchase has broken free from the linear conception of the traditional marketing funnel and is becoming increasingly difficult to anticipate. By following UK consumers in each phase of Forrester's customer life cycle — discover, explore, buy, use, ask, and engage — marketers can better understand what specific motivations, objectives, and preferences at each touchpoint will take consumers closer to their purchase decisions. B2C marketing leaders should read this report to rethink and reshape their marketing programs to match the way UK consumers behave and progress along the whole life cycle to purchase, preference, and ultimately, loyalty.