Our way of buying is no exception to this transformation. When we reflect on how consumers behave when choosing which product or service to buy, we can conclude that the significant change that has occurred over the last 10 years is neither temporary nor temporary. In particular, during the pandemic, consumer habits have undergone an even greater transformation and the relationship between the potential customer and the product to be purchased is now much richer, more dynamic and more informed, but at the same time, more complex than a few years ago.
Nowadays, if we analyse how the consumer behaves in any purchasing process, we observe that it materialises after having gone through different stages and having received information -and influence- through multiple channels . Nowadays, it is common to receive a first impact of a product online , while browsing or reading the digital press , then we can look for more information on social networks about what has caught our interest, we can choose to physically interact with the product in a store , or return to the digital world to look for user opinions and price comparisons, to finally complete the purchase either in person at a Retailer , or online in an ecommerce .
This hybrid process, which unites and connects the physical chile whatsapp lead world with the digital one , is part of our lives. Thanks to increasingly accessible technology , online commerce has seen a clear increase compared to the physical model.
However, those who are betting on the absolute triumph of the online model as opposed to the traditional visit to the store are wrong. Studies show this: according to eMarketer forecasts, in the next 5 years 78% of purchases will be made in this hybrid environment , with purely online or in-person purchases only accounting for 22% of the total.
Major brands have also understood this and are betting on combining the possibilities of the physical point of sale with technology to create unique experiences. A magnificent example is the NIKE House of Innovation , which allows physical interaction with products, but enhanced with infinite possibilities of personalization online , in real time and in the store itself , thus providing unparalleled experiences in their flagship stores .
Therefore, from the point of view of brands, the strategy should not consist of strengthening only the digital channel to the detriment of the physical channel. The key is to have an adequate presence both in the physical and online spheres to generate an impact on all existing commercial channels , so that the consumer is adequately accompanied throughout their decision-making process, throughout their fully hybrid customer journey .
In an increasingly competitive environment, it is crucial for brands to differentiate themselves by offering their customers shopping experiences full of positive emotions, which creates a bond with the brand that goes beyond the mere occasional purchase. With this approach, the brand , product or service is positioned in the consumer 's mind and an emotional bond and a relationship of trust are created , aspects necessary to satisfy and retain customers .
In this context of permanent online and offline interaction , it is essential to have the maximum expertise in all commercial channels and thus be able to adequately accompany the consumer at every moment in which they interact with the brand, through the entire commercial funnel , from the first impacts of initial marketing to the final closing of the sale .
With this vision, Salesland and Increnta, two leading companies in the world of digital marketing and sales , join forces to offer the market an unbeatable set of commercial solutions, integrating marketing and sales in both the physical and online world , to create unique shopping experiences, thanks to their more than 20 years of experience, their technological capacity in the digital field and their more than 11,000 professionals present in 13 countries in Europe and Latin America.
How the consumer behaves in a hybrid world
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