Today, a customer’s path to purchase is a lot longer than just a quick trip to the corner store. It involves researching products, socializing purchase decisions and shopping across multiple channels. While this new path is more viable, it creates even more challenges and opportunities for manufacturers.
Consumer shopping patterns have evolved greatly, largely because consumers have access to rich resources and information at the swipe of their fingertips. A consumer’s path to purchase may start in many places, however, aligning the path to purchase with the buying behavior of a consumer—prior to purchase, during purchase and post purchase—is a holistic process. By looking at each stage as a unique opportunity, refrigerated and frozen food manufacturers can attain a complete view of where they are in the buying journey. This insight can be used to drive horizontal integration, tightly align sales and marketing and close out capability gaps that could be exposed to the competition.