Every customer journey, as complex and convoluted as it may be today, starts the same:
“I want.”
The I-want moment is the most important moment for brands and retailers. It’s when a shopper is looking to buy that next something. They’re in an extremely engaged state of mind; they’re interested; they’re almost ready to buy if you can give them a good reason to.
When such moments occur, the playing field is level and shoppers are largely brand-agnostic and open minded. If you want to influence a shopper’s decision-making journey and eventually win that sale, you have to go to square one and be the one who solves the I-want moment for them. So seize the moment.
