Converting a consumer from a browser to a buyer no longer happens on a single channel, it happens across a multi-channel journey. And at each step of the way during this multi-channel journey you will have to make sure that:
- You deliver what your customer is after at that stage of their user journey, whether this is information or transactional capability.
- The touchpoint is easy to access and easy to use.
- The information you provide is accurate, consistent and relevant.
- You provide enough arguments that will make the consumer want to use your touchpoint next in their multi-channel journey (and a little incentive such as a discount may just help).
Each touchpoint can fulfil certain customer needs as part of a multi-channel customer journey and as you roll out these touchpoints you need to be clear about what its roles are.