Abstract:

Nielsen’s survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper. In this presentation we explore the benefits/barriers to digital adoption of key consumer product categories and how to integrate digital touch points that achieve success online and in-store. Our results illuminate the role that various digital touch points play in influencing shoppers’ purchase decisions.