Consumers are hip to inconsistencies between marketing and sales, between sales and customer service, between in-store and online promotions. These gaps can feel like a bait-and-switch, and in the social age customers are quick to tell everyone they know (or don't) about that experience. Retailers need to step up with an advanced level of cross-channel cohesion and optimization in order to navigate and connect with the many personas each consumer embodies.
Michael Caccavale
When driving sales in multiple venues, understanding your customers’ path to purchase gives you the insight to develop relevant messaging, provide each customer with the right offer and lets you know where to spend those marketing dollars.
