Earlier this year, we provided a sneak preview into our Omnichannel Brand Index (OBI) at a couple of conferences. I’m glad to report that our approach was well received and has helped some of our clients solve part of the conundrum that is the omnishopper journey. More and more of our clients are looking to innovative research to understand this complex consumer, inextricably linked to the consumer and shopper journey that is already one of the most intricate of research problems. To be clear, the omnishopper journey adds a layer of complexity that pushes the boundaries of traditional research methodologies. Furthermore, traditional purchase funnels and loyalty loops do not always take into consideration the holistic understanding of the person making the decision, and this phenomenon is exacerbated when one of the guardrails we can use in our purchase evaluations is technology.
Our own research into the omnishopper journey has defined a clear decision-making ecosystem that takes into account the person—and not just the consumer—making the decision. Cultural beliefs, demographics and lifestyle choices form the gateway to our purchase decisions and these inform who the person becomes at the point of sale.
If you’re struggling to untangle the omnishopper journey web, this article will:
Reveal the three core needs of the omnishopper, as we believe it is impossible to understand one without the other
Share a few of the brands and sectors that omnishoppers believe are setting the standard, according to our self-funded research
Outline some of the research techniques you can use to untangle the web that is the omnishopper journey
Sometime in 2016, more than two billion people—about one-third of people on the planet—will use a smartphone. Smartphone penetration in developed countries is currently over 70% among adults 18-54, and the ownership gap between this group and people over 55 should become negligible by 2020. For market researchers and the clients we serve, this trend represents a profound opportunity. These gadgets have become one of the most transformative tools in our quantitative and qualitative arsenal.
Using the capabilities available to us now, we can capture information that we’ve seldom had access to, using smartphones to build out the consumer story and bring attitude and usage data to life like never before.
Unlike desktop or laptop computers, which don’t know much about their users, smartphones know just about everything. Because they are always with us, they know where we are, how long we spend there, what we are interested in, what we like and don’t like, how we are feeling at the moment and even how healthy we are. Plus, smartphones allow respondents to share personal—sometimes intimate—moments as they occur. We can collect, aggregate and analyze these data to give real, deep insight into the human condition.
Market Strategies has spent a lot of time researching ways to illuminate the Consumer Journey. It has been a fun ‘journey’ for us as researchers, as it challenges us to think about different ways to bring the consumer to life. To us, this phrase means understanding the consumer in as many ways and in as much detail as possible–particularly important when something as complex as a Consumer Journey can lead to loyalty or switching behavior.