Where previously a customer would walk into a store, purchase an item on the spot, perhaps browse around other stores to compare prices for big ticket items, today these same customers are using multiple digital channels and shopping around more than ever. They will research the product before stepping into the store, compare prices online, or scroll through reviews, all before committing to purchase.
1. Social media and the virtual word of mouth
2. Mobile technology in the path to purchase
3. The digitally enabled store