Once upon a time a buyer’s journey was simple much like the easily defined roles of the late seller or marketer’s responsibilities. It went like this: a consumer became aware of their needs, he or she considered available options, and finally, he or she made a decision.
In today’s marketplace there is one additional step, and this added tier has completely changed the game. With the advent of online reviews, fashion blogs, YouTube shows, etc., shoppers are now savvier than ever. In fact, research from MindWhat.com found that “Eighty-one percent of shoppers conduct online research before they make a purchase.”
In practice, the buyer’s journey might go like this:
Summer is underway, it’s the first warm morning in months, and the potential customer is sitting outside of a cafe, sipping coffee in the sun. That’s when she thinks, I need a new swimsuit.
Is she going straight to the mall? No, she’s going straight to her phone to see what the hottest trends are. Maybe she stumbles upon Hello Fashion and reads about “The Perfect One Piece Under $100” or Atlantic Pacific’s “Summer // Stripes.”