The Value of Customer Journey Mapping
By
Tohawkes
and Michael Baum
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Customers equipped with mobile devices are savvier about online research and are happier to mix and match the physical and online experience. Many are following more elaborate and nonlinear shopping journeys, especially as they make more thoughtful purchases.
It's estimated that 26 percent of in-store purchases involve research online. That figure is projected to increase to 60 percent by 2017. To succeed in today's marketplace, retailers must have a clear understanding of which segments of consumers shop, what are their specific parts of the journey and across which channels.
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Tohawkes
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