Comscore in Journal of Advertising Research on Topic of Omni-Channel Retailers and the Consumer Path-to-Purchase
Marketers always have relied on consumer insights as the basis for their sales and marketing strategies. The challenge to marketers intensifies each year as the advent of digital technologies has created a fast-growing e-commerce channel while also making it much easier for consumers to conduct research and obtain the price and product information that influences their buying decisions. In this world of massively increased complexity, marketers need insights into the consumer path-to-purchase more than ever before if they are to assemble a coherent and effective marketing plan.
In the following article entitled “Omni-Channel Retail Insights and the Consumer’s Path-to-Purchase,” Comscore Co-Founder and Chairman Emeritus Gian Fulgoni explains the complicated role that digital plays in making purchasing decisions. The article was recently published in the December 2014 issue of the Journal of Advertising Research and is reprinted with permission.