Navigating the Purchasing Pathway

Buying products today is a much simpler process than in days past yet in many ways much more complex. At our Internet-powered fingertips, we web-savvy, mobile-enabled shoppers now have a treasure trove of information at our disposal. We can research the company that makes the product capturing our interest, find extensive technical information on that product, pinpoint which sales outlets offer the best deals, read reviews and comments from users, and much more. The amount of available information and data can be overwhelming yet, without the need to get in the car to visit a brick-and-mortar store or pick up the phone to talk to a sales representative, we can purchase that product with the tap of the finger or click of a mouse and have it sent to the home or business in a matter of days. It’s become a common and efficient purchasing journey many of us navigate and complete each year.

Purchasing journeys such as these are often undertaken for products that either do not surpass a preset price threshold or for products that are tried-and-true in need of replacement or resupply. When it comes to purchasing larger, more expensive items, traversing the path to making a buying decision becomes longer and more complex because the decision calls for a greater financial commitment, which calls for greater scrutiny. To make that informed buying decision we must understand the trends currently impacting the industry; be cognizant of new and emerging technologies, materials, and techniques that may offer a competitive advantage; be able to compare the capabilities of the multitude of choices in that particular product category; and weigh the essential features of each before making an informed decision.