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No thanks. And what started with a handful of orders is now, ten years on, pretty much all my purchases, from beer to bog roll. I’m not alone. Large-scale migration to ecommerce has triggered dwindling footfall on the High Street and encouraged an increasingly competitive online marketplace. This shift has fundamentally altered how people interact with the brands they buy. No longer do shoppers see your ad and then show up at the aisle armed with cash to get the brand in hand. Instead, most will now do some form of ‘pre-tail’ sleuthing: they’ll Google it, read customer reviews, and maybe do a price comparison, piecing together all the requisite facts that guide their future purchase. This shows how the user journey has changed monumentally. Pre-tail, retail, and post-sale user experience must all now be rigorously considered by brand owners and managers in today’s digital-to-physical world. Greater importance has to be placed on design innovation across new customer touchpoints; greater thought needs to be given to how every step on this new journey must earn its place to engineer a powerful brand experience.
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