The path to purchase is dead, long live the digital path to purchase
via instoremarketer.org | photo by Chris P. Jobling
I believe the linear path to purchase —the way in we’ve been referring to it during the last few years— is already obsolete. With the raise of smartphones and social media, the conventional funnel from home to the shelf looks more like a game of Snakes & Ladders.
In-Store Marketing Institute —together with Catapult Marketing and Google— has put together a comprehensive report called ‘Clicking Through the Path to Purchase’ that explains that hunch in detail and provides a very useful framework to think digital all the way through.
To download the report in PDF format, go to the In-Store Marketing Institute website or just right-click and choose ‘download’ directly from this link.
Read before your client does.
