Everywhere, Embedded Commerce in 2023

Fractal Futures Toolkit

BEHAVIORAL MARKERS TO CAPTURE DYNAMIC PATHS OF PURCHASE FOR FLUID SEGMENTS IN THE MOMENT

IMPLICATIONS

What matters to people changes dynamically; locking them into a wrong path will lead to friction and missed opportunities Consumers from the same demographic group can fall into different behavioral segments; the same consumer can operate with different purchase rules Path to purchase is driven by Context X Category

RECOMMENDATIONS

Run experience audits (ex. video analytics, in-store walk throughs) to unlock hidden moments of delight, discovery and evaluation Play to strengths. Leverage a data-driven strategy to decide which channels to own, instead of trying to be present in all Step away from traditional routes, cater marketing to merchandising in the naturally primed shopping environments the person is in Leave breadcrumbs between the digital Assess behavioral indicators at each step in the journey, leverage data to capture emotional markers, decode micro-moments, and adapt offerings and physical

Illustrative Snapshot of:

2 consumers from the same target segment with distinct purchase journeys. Context x category -> Active Mindset

The same person has a different journey with a different context Two people in the same context have a different journey

Physical & digital co-exist in a messy overlapping way, they are not distinct for consumers anymore

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