A new way to look at and understand the journey to purchase
The increased power of the customer. The shopper/buyer has become more powerful because of two things: near universal communication (and the technology that has enabled it) and the access a shopper/buyer has to an amazing amount of information about brands, products and services. As a result, the shopper/buyer expectation has changed: quality, value, relationships, easy communication, competent service and delivery with consistency rank high in their evaluation of the brand, supplier and retailer.
The supplier, retailer and brand managers have to live with this, but if they use big data and social media research and the Insight obtained from these, they can ...
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