The path to purchase is no longer linear. It might involve all kind of digital tools and content. Social media, an app, web-based research, in-store visit (touch and feel and price comparison) and/or online purchase - in any order!
Consumers are less engaged with the industry's traditional communication platforms, traditional above-the-line media, and rely more on social networks. They expect the business to present content and offers relevant to them, their physical location and their current place on the path to purchase. At the same time they are wary of what may happen to the digital data they provide.
Transparency is a keyword. Consumers also demand accurate, accessible information about products, their ingredients and their social and environmental impact.
If you want to know more about the new consumer, we recommend the book “Contagious, Why Things Catch On”, by Professor Jonah Berger.