So much time and investment goes into pitching a product, from demonstrating the goods or services to keeping shop- pers interested up until they make a purchase — many small pieces that combine into a great whole, most of
which has been covered in the first two parts of this Consumer Journey series (Response, January and February). But even when shoppers
are ready to commit, there are important elements of the customer
experience to consider.
When it comes to the moment of truth — a consumer
becoming a customer by making a purchase —
technology, including evolving digital payment options,
optimizes the experience.