Kathlyne is a Research Expert (Marketing Effectiveness) at GfK working on the BeCommerce market monitor and Futurebuy studies at GfK. Covering the evolution of belgian e-commerce and providing insights on habits, attitudes & trends of consumers in during online & offline shopping.
With e-commerce continued growth in Belgium, consumers use different channels throughout their purchase journey. We will present how to optimize communication towards consumers throughout the different channels. What do consumers want in each stage of purchase journey (inspiration, research, purchase and after purchase) and which channel is most effective in persuading them to buy products from your business? How can technology (e.g., Augmented reality) play a role in the future? Having answers to these questions will help you to make a successful communication strategy towards consumers, which will promote further growth of your (online) business.