Episode 23
In todayโs digital age, physical shopping lists and straightforward point A to point B shopping trips are far from being the norm anymore. Devices and technology have introduced a wealth of convenience and choice, which make everyday life much more manageable for consumers. As a result, yesterdayโs traditional, clear-cut path-to-purchase now belongs in a history museum.
But while connectivity and devices play a notable role in how the path to purchase is evolving, digital isnโt the only game in town. In fact, savvy retailers that view the retail landscape through an omnichannel lens are succeeding where others arenโt. For example, key retail players like Walmart, Kroger and Target have grown their online customer basesโall by at least 90% more than Amazonโover the past two years.
How? By leveraging technology to help consumers do more with less time. Many have embraced click-and-carry, a strategy that leverages brick-and-mortar and digital technology. And we estimate that click-and-carry sales have grown from 4% of online consumer packaged goods (CPG) sales to 11% in just two years.
This episode focuses on the path to purchase across todayโs retail landscape, with a focus on omnichannel strategies and e-commerce. This episodeโs guests are Lauren Fernandes, manager of strategy and analytics at Nielsen, and Ken Cassar, VP Strategy and Insights at Rakuten.
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