There was a time when consumers did nearly all of their shopping within the four walls of a brick-and-mortar store. In those days, marketing tactics like TV commercials and magazine ads had a big influence on consumers’ purchase decisions. As such, brands and retailers invested heavily in those areas.
Those days are long gone.
Today, consumers spend a large (and growing) portion of their budgets online – a trend that accelerated at the onset of the pandemic. And when consumers do opt to shop online, they face nearly endless options across any product or service category.
Many brands and retailers continue to invest significantly in traditional marketing channels in an effort to reach shoppers. But these tactics don’t hold the power they once did.
Consumers are no longer content to be talked “at” by brands. It’s feedback from peers – rather than traditional marketing tactics – that impacts their behavior and decisions most.
Brands and retailers must adapt their strategies accordingly. But how?
The first step is to understand how modern consumers navigate the online shopping journey – and the tools and information they turn to when making purchase decisions.
Recently, we surveyed more than 9,000 consumers in the U.S. to understand:
- Where they’re shopping
- What factors influence them throughout the purchase journey
- The role ratings and reviews play every step of the way
In this report, we’ll share our key findings as well as recommendations for brands and retailers looking to optimize their acquisition strategies and increase ROI.