A New Focus on the Back
End of the Journey?
During a meeting at the e Tail West event in Palm Desert, Calif., late last month, I was speaking with the CEO of a Sweden-based payments platform that, during the past year, has made its initial foray into the U.S. market. His international perspective on the purchase and payment portion of the consumer journey was refreshing to hear, and his company’s technology could provide
some interesting alternatives for both consumers and marketers in the near future.
More importantly, though, the conversation was symbolic of that event’s shift
in perspective this year. As someone who has attended e Tail West multiple times
in the past decade, I can say, unequivocally, that the educational content at this
year’s event — and, unsurprisingly, much of the attendant buzz — was much more
directed to the logistics sector of the purchase funnel: payments, shipping, customer service, and more.
That marketers, merchants, and e-commerce leaders are expanding their focus
on this part of the journey shouldn’t come as a shock. As consumers have become more comfortable doing business and shopping online — thanks Amazon!
— they’ve also grown their expectations of secure transactions and impeccable
post-purchase customer service.
These topics have long garnered extensive coverage in Response. From annual
reports on back-end services like payment processing, teleservices, and fulfillment,
to more marketing leaders sharing their best tips for the purchase/post-purchase environment in our feature well each month, there’s no shortage of information and
opinion in our pages.
As a matter of fact, just take a look at part three of our four-part consumer journey series on page 32 — with a focus on safe, secure payment as a key facet of the
purchase process. And in our DRMA Spotlight on bilingual teleservices provider
Listen Trust (page 44), the confluence of sales and customer service calls is a topic
The purchase and post-purchase steps along the consumer journey are also sure
to create much buzz at Response Expo. With speakers representing companies like
Kiko, Roadster, Boingo Wireless, and more slated to touch
on these topics — both in our consumer journey track and
in other sessions — keeping your customers comfortable and
informed during the purchase and as they wait for their ship-
ments promises to be a big topic of conversation.
Speaking of Response Expo, I’d be remiss if I didn’t close
this note with hearty congratulations to the recently announced 2017 class of DR Hall of Fame inductees (page 6).
The April 27 event inducting this stellar group of seven industry legends promises to be a highlight of the Expo.
Thomas Haire, Editor-in-Chief
The Magazine for Performance-Based Marketers
Editorial, Advertising & Design Offices:
2600 Michelson Drive, Suite 1700
Irvine, CA 92612
Follow us on Twitter:
Publisher: John Yarrington
Editor-in-Chief: Thomas Haire
Contributing Writers: Peter Feinstein, Kristofer Johnson,
Bridget McCrea, Doug McPherson, Randy Miller,
Jordan Pine, Nicole Urso Reed, Kevin W. Weigand
Graphics Director: Monica Kollmann
Publisher: John Yarrington
Operations Manager: Lorrie de Bellis
Business Manager: Mary Anjou Martinez
Production Specialist/Classified Production Manager:
For Subscriptions Call:
U. S. Sales and Service: 866-344-1315 (toll-free) or
Audience Development Manager: Carol Hatcher
For Lists: Anthony Carraturo
Tel: 914-368-1083 • Mobile: 914-312-7380
For Reprints and Licensing:
Back Orders: Response Magazine
P.O. Box 1267, Skokie IL 60076-8270
President & CEO: Kerry C. Gumas