June 25, 2020

The Changing Consumer Journey: How People Will Shop in the Future

By Sarah O'Grady

As consumers’ behaviors and priorities are constantly shifting, so are their purchasing journeys. How exactly is that journey changing, and what factors make the difference between a completed purchase and an abandoned shopping cart?

With access to more tools than ever to research brands and product reviews, consumers’ expectations have dramatically increased. Today’s marketer has to look beyond the traditional purchasing journey to meet the needs of the modern consumer and put the customer first.

Valassis and Kantar recently surveyed 1,000 consumers to get a better sense of what the consumer journey looks like today (e.g., consumer motivations, what moves consumers from one stage of the buying journey to the next) and uncover insights on the future of shopping. The survey focused on five retail categories: cleaning, skincare, grocery, electronics, and restaurants. Overall, our research revealed five key takeaways around the motivations that are driving consumer decision-making.

Read the complete article in Total Retail.

Additional insights from “The Future of How People Shop” are accessible via our five-part blog series:

Part 1: Today’s Purchasing Journey Is Propelled by Information

Part 2: Help Shoppers Get the Most out of the Experience

Part 3: Today’s Path to Purchase Is Fast, Nonlinear, and Complex

Part 4: Social Media and Influencer Marketing Continue to Humanize the Customer Purchase Journey

Part 5: Leverage Context to Improve the Consumer Buying Journey

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