Omnichannel perspective on Path to Purchase - needed, but hard to capture
(WorldNews Sweden)

Today consumer journeys are becoming more and more complex and changes are happening faster than ever. Consumers learn about products, compare prices, share opinions, consume content and make their purchase decisions where and when it best serves them. Different websites, devices, store channels and media types (both online and offline) interacts and impact consumers throughout their journey; together forming a total consumer experience that is decisive for success or failure for brands and retailers. To make things even more complex; consumers paths to purchase are highly different for different consumer segments, purchase channels and shopper missions. Most CPG (Consumer Packaged Goods)...