Abstract:

The advancement of the digital experience has opened up new and exciting worlds for consumers in ways that were only imagined ten years ago.The adoption curve of consumers of new digital products is accelerating, resulting in a changed shopping behaviour. Shopper research has taught us that although the digital industry tends to commoditize their go-to-market strategy with a strong focus on price, the consumer is applying a rather long and complex purchase process, with clearly different needs in the various phases of the process.