Hyper-connected customers, non-stop-customers, hyper-informed consumers as to brands and products. Purchasing behaviour patterns that are less and less linear (hence the term infinite customer journey), attention to pre-purchase feedbacks, a wide use of the social networks for gathering information and reading reviews. Awareness of pricing policies. The search for omni channel experiences, which continue uninterruptedly in space (inside and outside the stores) and in time (before, during and after the purchase), the tracking of tastes and preferences for an entire consumer lifetime.
This is the profile of a customer in the digital age, our own. And this is what we all expect from a purchasing experience that is increasingly personal in its mode, timing and interaction. And this is what all retailers pursue in their sales strategies.
Therefore, if all retailers move in the same direction, what makes the difference in customer relations? More specifically, if the challenge in retailing is to make the user experience as seamless as possible, through continuous engagement, thanks to digital technologies mixed with reality, how can certain brands stand out from others and be chosen by such a free-riding customer?