Mapping the Customer Journey for Contextual Commerce B2C

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:

1. Clicks into Instagram
2. Watches Story on product
3. 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.

1. Start with common, low-specification purchases
2. Add functionality as you scale for selecting sizes or colors directly
3. Map out a timeline for more complex products

Model as You Go

Remember to iterate over time, embrace new platforms, avoid pitfalls.