Gaining customer insights by analyzing and understanding cross-platform and multichannel customer behavior

It is generally recognized that a greater understanding of customers can enhance customer satisfaction and business performance. This article seeks to broaden this understanding by analyzing cross-platform and multichannel customer behavior during various stages of the customer purchase journey. Several ‘shopper archetypes’ are identified and profiled. These ‘shopper archetypes’ exist depending on interaction patterns across channel options available and differ according to their socio-/demographic and lifestyle characteristics as well as to their sociological and psychological dimensions. By understanding this customer purchase journey suppliers are able to use valuable marketing and managerial resources in a better way, improve this journey and deliver unique experiences to different customer segments, therefore ensuring customer satisfaction and loyalty and driving sales