The Modern Customer Journey: How Shoppers Navigate Channels to Make Buying Decisions
The customer journey has evolved significantly from the traditional linear funnel to an intricate web of digital and physical touchpoints. Today, consumers interact with brands across various channels—social media, online search, in-store experiences, and third-party websites—before making a purchase decision. A recent study by EMARKETER and impact.com surveyed over 1,000 US adults to better understand these patterns and uncover actionable strategies for brands.
1. Consumers Move Across Channels Before Purchase
Modern shoppers are constantly discovering new products, with 69.3% of consumers reporting that they find something new at least once per week. However, the journey from discovery to purchase isn’t straightforward. The report found that consumers typically engage with a brand at least three times across different channels before deciding to buy. This emphasizes the importance of a multichannel marketing strategy to capture consumer attention at multiple touchpoints.
Key stat: 22.8% of consumers research products five or more times before making a purchase.
2. The Multichannel Landscape Reinforces Consumer Decisions
Although digital platforms like Amazon dominate product searches (56%), consumers are also relying heavily on search engines (42%), retailer websites, and social media to inform their decisions. Surprisingly, while online research plays a crucial role, 80% of retail dollars are still spent in physical stores, proving that online and offline channels work together rather than in isolation.
Marketing takeaway: Brands must ensure consistent messaging and availability across platforms to support a seamless omnichannel experience.
3. Supporting Shoppers Across Channels Increases Satisfaction
Providing customers with a seamless transition between online and offline channels enhances satisfaction and brand loyalty. Whether consumers ultimately purchase online or in-store, they expect brands to provide accessible information, competitive pricing, and reliable customer service throughout the journey.
“Consumers still want quality products at a fair value, presented in ways that make it easy to buy.” – EMARKETER Senior Analyst Blake Droesch
4. How Different Demographics Navigate the Customer Journey
Consumer behavior varies across age and income demographics, impacting how they discover and research products.
Read the full EMARKETER and impact.com Report
High-income shoppers ($250,000+):
60.2% research products five or more times, emphasizing thorough evaluation before purchase.
Higher likelihood of engaging with influencer content and chatbots.
Older consumers (44-59):
67.3% are more likely to discover high-consideration products (e.g., electronics, appliances).
Prefer in-depth product research using search engines and peer recommendations.
Younger consumers (18-27):
Prioritize discounts and online reviews.
More inclined to engage with influencer content.
5. The Challenge of Attribution in a Complex Buying Journey
With consumers frequently switching between online and offline channels, attributing sales to the correct marketing efforts remains a challenge. The report indicates that over 30% of shoppers research products online but complete their purchases in-store, making it difficult to track the full journey and measure ROI effectively.
Solution: Brands should consider implementing multitouch attribution models to better capture both digital and physical interactions.
6. Channel-Specific Strategies for Different Product Types
Consumers approach purchases differently based on product category:
High-price, high-consideration items (e.g., luxury goods, electronics):
Consumers prefer researching online and buying online after multiple touchpoints.
Low-price, high-consideration items (e.g., skincare, kitchen appliances):
Shoppers research extensively but often buy in-store.
Impulse buys (low-price, low-consideration items):
Tend to be discovered and purchased quickly across various channels.
7. The Influence of Social Proof and Content Marketing
Reviews, influencer endorsements, and brand storytelling play a critical role in the consideration phase. According to the report:
59.9% of consumers rely on online reviews and listicles.
Influencer content (18.4%) helps shape purchase decisions, particularly among younger shoppers.
Marketing tip: Brands should leverage authentic customer reviews and engage with influencers to build trust and drive conversions.
8. Maximizing Opportunities Across the Purchase Funnel
Marketers can optimize their strategies by ensuring a consistent presence across all key stages of the journey:
Discovery: Be present where consumers search—Amazon, Google, and social platforms.
Consideration: Offer rich product content, comparison tools, and accessible customer support.
Purchase: Enable seamless checkout experiences across online and offline channels.
9. Insights for Future Growth: Bridging the Gap Between Research and Purchase
The report highlights the need for businesses to integrate click-and-collect services, real-time inventory tracking, and localized marketing to better align with consumer preferences. Ensuring customers can easily transition from research to purchase in their preferred channels is key to increasing conversion rates.
10. Conclusion: Adapting to the Modern Customer Journey
Brands must rethink their marketing approach by embracing a multichannel strategy that acknowledges the complexity of modern consumer behavior. From social media engagement to in-store experience, ensuring a seamless and personalized journey will be crucial in the coming years.
For more insights, download the full report here:
