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THE PATH TO PURCHASE IS NO LONGER LINEAR
20 July 2016

THE PATH TO PURCHASE IS NO LONGER LINEAR

There’s a customer journey now but it’s not linear- it’s a loop.

For example you read in social media on your commute about a friend’s new gadget. You research it online at work at lunchtime. You might (or might not) go to a retail outlet to experience it in real life. Then you go home and read some reviews and compare prices. Many of us do this in store. You make the decision to purchase and do so via Paypal from your bed. The item turns up in a designated locker at your local train station. You tell your friends about it on social media.

This is the new normal. And at each stage, communication plays a huge part. Consequently the expectation of service at each stage has gone through the roof.

Clearly the physical store still plays its part. People still love to go shopping. But what makes up a shopping environment needs to change. We shouldn’t need loads of stock any more. The expectation should become less that you walk out of the store with a bag and more that your purchase is delivered. Going shopping will become focused on place, product and storytelling. You may not even be able to make a purchase from the retail environment itself, but you will through other channels. And personalised service will play a huge part in this journey.

So what do shopping centres need to do?

Well I’ve just downloaded an app from the new experiential shopping centre Siam Discovery.  The first thing you see on registration is not a list of shops- it’s an invitation to list your interests.

 

I think that’s a good way to start.

 

Gary McCartney is the owner of McCartney Design.

Integrated design- beautifully simple! 

20 July 2016
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