Know Your Customers Wherever They Are
There is an article about tracking today´s multichannel customers at HBR Blog Network which is pretty interesting.
It starts with a short story to show how a buying process can look like today:
Jane wants to buy a TV and starts her shopping journey with a Google search. She finds an electronics review site, clicks on a banner ad, reads about the product details, and decides to go into the store to see the model. She speaks with a sales associate and posts a picture of the TV on Facebook for her friends’ feedback. She also uses her smartphone to do a quick price comparison, and scans the QR code to get additional product information.
Welcome to problem #1 for retailers…