The Modern Shopping Journey Makes Many Pit Stops

Shoppers Expect You To Meet Them Every Step of the Way

Today’s consumers are on their own version of the Odyssey. Unlike Odysseus, they don’t have to face spiteful gods and terrifying monsters to reach their (shopping) destiny.

But that doesn’t mean their journey is simple. It’s often nonlinear and omnichannel — and they expect you to meet them at every touch point. 

Salsify’s “2024 Consumer Research” report breaks out the shopping journey of 2,700 respondents in the U.S. and U.K., with insights into the awareness, consideration, and decision stages, as well as an exploration of the hottest 2024 consumer trends. 

Brands need to stay on top of these trends and meet shoppers where they are, or they’ll lose them to the competition. 

Don’t be like Odysseus and take the hard way home. Instead, lean into these insights to learn how to navigate the modern shopping journey with ease. Shoppers will thank you for it.

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