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.
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