"If we look at the way consumer purchase behavior was back in the day, it was: You see an ad, you go to the store, you make a purchase," said Bryant. "Now, it's not as linear, and marketers really need to think about things more fluidly. Consumers also aren't waking up in the morning and thinking, 'today I'm [exclusively] a digital shopper.'"
"Georgie Haig, global strategy and partnerships director at MiQ, to explore AI's role in these new dynamics across discovery, personalization and loyalty - as well as how MiQ Sigma (an AI-powered advertising technology built to unify the fragmented media ecosystem and unlock better marketing outcomes) is helping marketers navigate this new, non-linear path to purchase. As Haig notes later, this fluidity is "exactly what MiQ Sigma was designed to interpret, bringing order to the chaos of signals from search, social, retail media and CTV.""
"I discover new products everywhere," Bryant said, speaking as a consumer herself. "It could be TikTok, it could be late-night scrolling on Instagram, it could be a recommendation from a friend or something I'm seeing someone else doing, eating or wearing. I'm always very curious, and I want to know what it is that they have, how they got it or what other people think about it. So, I spend a lot of time searching online before I set foot in a store."
Consumer purchase behavior shifted from a linear ad-to-store model to a fragmented, non-linear journey across channels and devices. Discovery has become always-on and often mirrors infinite-scroll behavior across social platforms, search, retail media, connected TV and mobile apps. Consumers discover products via TikTok, Instagram, friends, or by observing others, then frequently conduct extensive online research before visiting a store. Marketers must adopt fluid strategies that integrate physical and digital touchpoints and treat audiences as moving across channels rather than as exclusively digital or in-store shoppers. AI-powered advertising technology can unify chaotic signals to improve personalization, measurement, loyalty, and navigation of the path to purchase.
Read at Modern Retail
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