From a Consumer to a Customer of the Brand

With the growing importance of E-commerce, businesses face a difficult task: to understand and facilitate the multiple avenues that the potential consumer can take to become a customer of the brand. We explore some of these strategies.

Smoothing Out the Customer Journey

• In light of the changing customer journey, Klarna, the leading global payments and shopping provider with more than 200,000 global retailers, examines what its own proprietary data reveals about how today’s digital-first shoppers are adopting new behaviors and discovering new brands.
• The customer journey now begins online and, more specifically, on social media – which is good news for direct-to-consumer (DTC) digital brands.
• Consumers are comfortable purchasing from platforms that maintain the social element of the shopping experience and have also shown an openness to buy from brands they’ve never tried before.

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