Evolution of the Customer Journey in the United States

Why deciphering consumer behavior allows Italian companies to optimize their sales strategy in America

The Customer Journey encompasses all the steps a user takes before purchasing a product or service. From the expansive phase of information gathering to the actual moment of purchase, consumers evaluate a large number of competitors using different platforms and devices. In all this variety, it becomes complex for brands to intercept users and convince them to complete the purchase.

There are three key behaviors that characterize the consumers' journey in the USA:

• Research: 32% of consumers conduct thorough research before proceeding with a purchase. Throughout the decision-making process, American users turn to Google to explore various options, examine product features, and read reviews from those who have already purchased the same item;
• Variety of options: The internet allows for the comparison of numerous competitors, assessing quality, price, and what best meets one's needs. This increases the time dedicated to the exploratory phase and reduces loyalty. Indeed, 47% of Americans purchase annually from at least one brand they had never tried before;
• Multichannel: A notable 61% of shoppers in the USA use five or more channels to find the best alternative, relying on videos, keyword searches, social media, etc.

Understanding the evolution of the Customer Journey in the USA and monitoring user behavior is essential to reach potential customers at the right moment, with the appropriate message, and on the most suitable platform

How to intercept American consumers online?

• Be present: Building a solid online presence is essential to increase brand awareness and show buyers how the product or service meets their needs. The communication from the Italian company should focus on the value offered and information that supports and facilitates the purchase decision.
• User Experience: The UX and design of the website or application are crucial for making the browsing experience more pleasant and immediate, as well as serving as a tool to stand out from the competition. 60% of Americans consider the layout of the site and the immediate availability of information important, rewarding brands that can support them in the purchase process;
• Personalization: Tracking the user online, studying the steps they take on apps and websites, increases their loyalty. Additionally, implementing Email Marketing and Retargeting strategies is useful to keep the American consumer's interest alive even after they leave the page;
• Omnichannel Marketing: An effective omnichannel strategy occurs when companies provide a series of channels and platforms perfectly integrated with each other, responding to customer preferences and guiding them toward the most suitable solutions. Even the online and offline worlds should be treated as a single entity, considering that 75% of Americans research online even if they are determined to purchase in-store, and 59% still visit stores to assess product quality before buying online;
• Close the loop: Creating advantageous purchase opportunities, such as discounts or rewards, can hasten the consumer's decision, as they take advantage of the economic benefit and avoid exploring other competitors' offerings.