Sebastian Gutierrez says, “Smartphones can support impulsive purchasing – browsing a retailer’s website while waiting in a supermarket queue and clicking ‘buy now’, for instance.

Meanwhile, the widespread use of tablets as second screens presents the opportunity to make purchases, perhaps in response to advertisements, from the comfort of your sofa.

Digital window-shopping, or showrooming, is common among smartphone users and often leads consumers into physical stores to try on or test products, or to making online purchases from another device at another time.

Recent research by TNS suggests that more than three quarters of consumers have made a purchase online; even more will have at least researched products online”.

How can businesses track the customer journey in a multichannel world?

‘Econsultancy’ Blog

Sharing is caring