Connect with customers throughout their increasingly complex journeys

Elizabeth Wang

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Two green squares and a photo: 1. A person icon with a heart. 2. A trending up arrow. 3. A woman with dark skin and an Afro puff wearing a light green top smiles broadly with her eyes closed, holding a mobile phone up to her chin.

The deliberate consumer behavior we’ve seen over the past year has proved to be anything but a short-term trend. While shoppers’ continued mindfulness and careful decision-making can be partly attributed to inflation, it also stems from the sheer amount of choice and information available to people. Here, we’ll break down the ways shoppers continue to be hyperconscious of what and where they buy, and how the progressively complex shopping environment gives marketers a rich opportunity to build consumer confidence and drive profits.

The path to purchase has grown more complex

Today’s shopping experience is hardly straightforward. It blends a variety of modalities, like images and text, online and offline channels, and even different moments, such as someone looking up a product days after discovering it.

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Source: Google-commissioned Ipsos Consumer Continuous study, AU, BR, CA, CN, FR, DE, IN, IT, JP, KR, MX, ES, ZA, U.K., and U.S.,~n=500–1,000 online consumers 18+ per market, June 5–11, 2023.

Further complicating the customer journey is the fact that people have increasingly embraced mindful spending. One-third of consumers in surveyed markets say they’re now doing more research on purchases1 to find the best deals (48%), ensure good quality (47%), and make sure their needs are met (45%).2 With this, consumers are using multiple resources to inform their purchasing decisions. In fact, 60% of consumers in surveyed markets are taking six or more actions before deciding to buy a brand or product that’s new to them, including:

It makes sense that people would want to research unfamiliar brands or products. But a recent study shows that consumers are even more likely to have done research when purchasing from a brand that they’ve purchased from before than they are from a new brand.4 In fact, “value for money” (37%) and “high quality” (36%) are the most important reasons for brand choice, regardless of how close a consumer feels to the brand.5 This means that retailers’ current and even long-term customers could be viewed as potential customers reviewing their options.

Shoppers turn to Google to make informed decisions

In an environment where shoppers have so much choice, retailers can stand out by helping customers feel confident that they’re making the best decisions. This requires being present where and when they’re considering potential purchases. And shoppers have been heading to Google to guide their decision-making processes across the funnel.

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Trying to navigate the increasing complexity of consumers’ paths to purchase can feel overwhelming, but this is where AI thrives. By putting marketers in the driver’s seat, Google AI solutions like Performance Max8 and Demand Gen can help retailers craft strategies that continuously adapt to these new shopper habits, building confidence with every connection and driving profits along the way. In the next article, we’ll show how Google AI can help you instill confidence in shoppers and build strategies that will adapt to their evolving habits.

Two blue squares and a photo: 1. A document with circuits. 2. A man with light skin, short dark hair, and a thin mustache, wearing a light blue blazer, looks at a laptop. 3. A shopping bag.

Next up: Lean into AI to engage and convert customers across the funnel

Explore the series

Part 1: Connect with customers throughout their increasingly complex journeys

Part 2: Lean into AI to engage and convert customers across the funnel

Part 3: Understand customer mindsets to make every holiday connection count

LizWang-B&W

Elizabeth Wang

Retail Group Marketing Manager, Global Ads

Google

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