Tag: Customer Moment
Social Commerce
 
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From the Traditional Customer Journey to the Customer Moment: How Social Commerce Is Changing the Buying Process

From the Traditional Customer Journey to the Customer Moment: How Social Commerce Is Changing the Buying Process

Abstract The traditional customer journey usually takes customers through several steps before they make a purchase. In social commerce, inspiration, product recommendations, and shopping are increasingly connected. Customers may discover and buy a product directly on a social media platform. This article explains the key differences and outlines the main opportunities and risks. Key Facts …

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Research
 
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New Springer Publication: The Customer Moment – How Social Commerce Is Reinventing the Customer Journey

New Springer Publication: The Customer Moment – How Social Commerce Is Reinventing the Customer Journey

Abstract: Prof. Dr. Richard C. Geibel and Ulrich Arnold have published a new contribution with the renowned Springer publishing house: “Die innovative Customer Journey im Social Commerce” (The Innovative Customer Journey in Social Commerce). The article develops the concept of the “Customer Moment” – the condensed, impulse-driven purchase decision process that replaces classical multi-stage customer …

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