A lot has changed throughout the years and so has the purchase journey of consumers. The new purchase journey is a lot more complex and due to the emergence of digital, a lot of factors play an integral role in consumers’ journey when purchasing something online. This new way of consumers shopping online is very important to understand, especially for tourism, as the industry is more and more moving towards digital. Social commerce is therefore becoming increasingly important and businesses are embracing this new, more social way of shopping (Reevoo).
Social purchase journey
The new purchase journey is fast with a variety of channels available, search-enabled as the purchase journey starts with a search engine, keywords are therefore very important. The social aspect however in the purchase journey is huge. Reviews and recommendations are at the core of social commerce with mobile apps being a bridge between online and offline touchpoints. Consumers are very often going from online, offline and mobile in a seamless journey.
What is different?
Consumers are going through a number of stages, making it a very complex process from the first encounter with a product or service towards the actual purchase and transaction. There has been a shift towards a more buyer-driven world where businesses can influence but not drive. Being helpful to the shoppers is key by giving them exactly what they need. Lastly, the purchase journey is one that is stretching across multi cannels from search engines to price comparison sites to mobile apps and reviewing sites.
Tourism businesses need to take this new social purchase journey on board and understand the underlying concept. It is absolutely crucial to react towards the more complex and multi-channels journeys that consumers are taking. As usual in the digital space, businesses need to be in the right place, at the right time and with the right content. This is absolutely crucial if businesses want to be successful in social commerce.
Discussioncomments powered by Disqus
More from #DTTT
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo