EKN Research: Deciphering the Customer's Buying Journey

As bricks and clicks continue to converge, stores are experiencing new operational and customer experience challenges. Retailers have to keep themselves fully apprised of customer’s brick and click behavior before, during and after the buying experience. Retailers must focus their store transformation efforts on strengthening operational and unified commerce capabilities in order to improve their understanding of customer buying journeys or path-to-purchase decision. This Point of View illustrates the retailers’ need to have in-depth knowledge of customers’ buying behavior across devices, channels, products and categories in order to improve customer experience through personalization.