Marketing Effectiveness

How to optimize channels in e-commerce

Freyia is a Research Executive (Marketing Effectiveness) at GfK providing insights on consumers’ behaviors and needs. Starting from this year, she carried out several projects on how digital payments and e-commerce are evolving in Belgium and other European countries.

With e-commerce continued growth in Belgium, consumers use different channels throughout their purchase journey. We will present how to optimize communication towards consumers throughout the different channels. What do consumers want in each stage of purchase journey (inspiration, research, purchase and after purchase) and which channel is most effective in persuading them to buy products from your business? How can technology (e.g., Augmented reality) play a role in the future? Having answers to these questions will help you to make a successful communication strategy towards consumers, which will promote further growth of your (online) business.