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September 8, 2010 Servicing The Multichannel Buyer In EuropeConsumers Have Embraced All Touchpoints, And So Should eBusiness Professionalsby Patti Freeman Evans, Lauriane Camus with Ben Zeidler |
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Executive Summary
Today, European consumers face a wide range of touchpoints and have adopted a complex purchasing journey. These consumers use more than one channel to research and buy a product, and they are influenced by sources across many communication channels. Sixty-five percent of European online adults start researching a considered purchase online, and 64% end up buying the product in a shop. As new and emerging channels like mobile gain adoption in the retail world, eBusiness and channel professionals must embrace a customer-centric approach and use multiple channels to meet the changing needs of their customers.
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