Omnichannel: Everyone talks about it but where's the beef?
Generating meaningful data regarding customer channel selection and experience is typically full of bias and hypotheticals
I was fortunate enough to be able to run a customer journey survey on a (conflated) JTBD in the retail industry, but I included some channel experience questions as dimensional data. Something I’ve noticed in what is considered to be leading edge marketing research is that they deal with hypotheticals like:
How likely are you to purchase [product] in the next 12 months?
If you were to purchase a [product]…would you prefer to do so on a website, or in a store?
I’ve already written a post on this subject but I’m still laughing about it 👇
The topic of channels is an interesting one in an age where digital options abound, but there are still a lot of brands that have heavy investments in physical stores and exuberant customer-facing teams. So, there is a ton of inertia, bias and “executive opinion” that prevents us from seeing the true picture bec…
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