Mapping the Customer Journey for Contextual Commerce B2C
Inside apps like Facebook or Spotify, consumers are moving from discovery to purchase without leaving the platform.
- 60% of consumers have tried it to date
- 84% of them would do it again
But to succeed, companies have to understand a lot about their customers to design new ways to incite a purchase.
Know Your Touchpoints, Know Your Customer
Contextual commerce eliminates the extra steps – allowing customers to convert right at the point of discovery:
- Clicks into Instagram
- Watches Story on product
- Swipes up to purchase
Other potential channels include:
- Social media
- Email newsletters
- Digital advertisements
- Webinars & podcasts
- Blog posts & sponsored content
Ask a few questions to help identify the inventory and channels most apt for action:
- How much detail is needed for the transaction?
- Does product research happen on social?
- Does the time-to-purchase depend on price?
- How many pieces of content do they typically interact with prior to purchase?
Build the Framework
Embrace best practices as you design a payments ecosystem to support buying on impulse.
- Start with common, low-specification purchases
- Add functionality as you scale for selecting sizes or colors directly
- Map out a timeline for more complex products
Model as You Go
Remember to iterate over time, embrace new platforms, avoid pitfalls.