CHART

Critical Omnichannel Touchpoints for Marketers and Consumers

When marketers were asked to rank channels in order of influence over a consumer’s shopping and buying behavior, a shift is clear as digital channels give way to the importance of physical touchpoints also being part of the omnichannel experience. Corporate websites might top the marketer’s list of critical channels, but it is actually in-store activities and resources—including point-of-purchase displays, in-store advertising, in-store sales reps and product packaging—that have the most influence over the consumer’s behavior. This reveals a significant gap in what marketers say is critical to delivering an omnichannel experience and what channels actually have the most influence on the end consumer’s buying behavior.

Source: THE RESPONSIVENESS REQUIREMENT REPORT. CMO COUNCIL 2017

Chart Themes

  • Omni-Channel Marketing
  • Product Marketing