The Evolution of Decision-Making Models and Purchasing Processes in America

The new dimension of sales in the U.S.: Multichannel sales, Omnichannel sales, and hybrid models that combine both

Black Friday and Cyber Monday 2018 have statistically confirmed the emergence of new purchasing decision processes and consumer behavior trends in America.

• Multichannel Sales: Purchasing decisions start online and are completed in-store, or vice versa.
• Omnichannel Sales: Purchasing decisions begin on a smartphone and are finalized on a desktop, or vice versa.

The Convergence of Online and Traditional Retail Models

Retailers that have traditionally operated brick-and-mortar stores, such as Walmart and Macy’s, are doubling their investments in e-commerce. They are leveraging their physical store networks to provide services like online ordering with in-store pickup, in addition to standard home delivery.

• Multichannel retailers—those with both physical stores and a strong e-commerce presence, like Walmart, Target, and Macy’s—accounted for 88% of total sales during Thanksgiving and Black Friday. Notably:
• 27% of shoppers opted for online ordering with in-store pickup.
• Among those who picked up online orders in-store, about two-thirds made an additional purchase while in the store.

The Complexity of U.S. Consumer Decision-Making and Purchasing Behavior

The combination of different purchasing decision paths—whether online via smartphone or desktop, or offline with an in-store visit—and various ordering methods (home delivery or in-store pickup) creates multiple decision-to-purchase scenarios. Below is a partial list illustrating the complexity of emerging consumer behaviors in the U.S.:

• Purchase Decision via Smartphone → Online Order (Smartphone or Desktop)
• Purchase Decision via Smartphone → In-Store Order
• Purchase Decision via In-Store Visit → Online Order (Smartphone or Desktop)
• Purchase Decision via In-Store Visit → In-Store Order
• Purchase Decision via Desktop → Online Order (Smartphone or Desktop)
• Purchase Decision via Desktop → In-Store Order
• Purchase Decision via In-Store Visit → Desktop Order
• Purchase Decision via In-Store Visit → In-Store Order

Sales Strategies that Aim to Address These New Decision-Making Models Must Also Consider Additional Factors that Influence the Path to Purchase, Whether Online or In-Store:

• Multiple visits to physical stores before making a purchase.
• Online research on products and services (Google’s influence on purchasing decisions).
• Online comparison of alternatives (Google’s role in influencing consumer choices).
• Cross-device influence (Smartphone ⇄ Desktop) for researching product information, comparing alternatives, and finalizing purchases.

The marketing implications of these shifts are massive—perhaps even revolutionary. A fierce battle is brewing among retail giants, whether online or traditional: Amazon, Google (soon to be a major player), Walmart, Target, Macy’s, and others.

Mastering Multi/Omnichannel sales strategies requires significant efforts in data collection and interpretation. This includes traffic analysis, browsing behavior, online search trends, and sales data. Only the biggest players—e-commerce giants, traditional retail leaders, and major payment platforms (American Express, Visa, MasterCard, PayPal, etc.)—have the resources to leverage this vast amount of consumer data.

And What About Small and Medium Enterprises?

Just as in warfare there are not only large-scale battles but also continuous guerrilla actions, in the world of sales, there are also winning strategies for smaller players.

Niche-focused strategies will be the mandatory path for SMEs:

• Identifying [*] a niche that is large enough to ensure survival

• Dominating the niche

• Perfect execution of the chosen niche strategy

[*]
"Identifying the niche" means selecting a well-defined target audience and developing a deep understanding and alignment with their lifestyle and dominant discussions.

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Another viable strategy for small and medium enterprises is the interstitial strategy—thriving by leveraging the presence of industry giants, much like a fungus successfully grows on the bark of a tree.

Companies like Amazon aim to dominate the world, but the world is too complex. Just as a circle inscribed within a square will never completely cover the entire area of the square, large corporations will never fully "occupy" every aspect of people’s daily lives.

The interstitial strategy consists of positioning and growing in the unoccupied spaces between the circle (Amazon) and the square (the world).

The Emerging (And in Many Cases, Mandatory) Sales Strategies for Small and Medium Enterprises Cannot Overlook a Strong, Well-Planned, and Well-Executed Online Presence

A successful online strategy must include:

• Developing a well-designed, fast, and mobile-friendly website.
• SEO (Search Engine Optimization) efforts to rank well on Google.
• Visibility-boosting actions through selected platforms such as Google My Business, Instagram, Facebook, Pinterest, LinkedIn, and mobile apps.

Implementing these strategies requires internalizing marketing and online visibility skills within the company. More importantly, business owners and top management must fully embrace the guiding principles of these new strategies. They must recognize that a strong digital presence is not optional—it is the only viable path for survival and growth in the multichannel/omnichannel era.

Why the U.S. Is the Ultimate Learning Ground for Emerging Sales Strategies

The United States offers a privileged vantage point for observing emerging trends in consumer decision-making and purchasing behaviors.

It is the ideal market for SMEs to learn, experiment, refine, and internalize the skills and techniques needed to develop effective growth strategies in an increasingly competitive business landscape.

This is why we firmly believe that international expansion is crucial for businesses looking to sustain their sales, but internationalization toward the United States is an essential strategic move for companies aiming to continue growing.