How to attract customers amid nonlinear and omnichannel journeys
Nonlinear, omnichannel journeys define today’s consumer. Brands that simplify decisions, provide relevant info, and prioritize loyal customers win trust and recommendations in a complex market.
Lately, an old Beatles song comes to mind every time I think about today’s consumer buying journeys: “The Long and Winding Road”. Because that’s what this path has become—long and winding, with lots of back-and-forth and plenty of research, both online and offline. For companies, understanding this journey is essential, as it ensures a sales funnel that matches reality, provides relevant information, and eliminates friction at every (numerous) touchpoint.
While there are some variations by age, income, and other factors, it’s widely agreed that today’s customer has a nonlinear, information-driven journey. The EY Brazil study, Consumer Signals: The Challenge of Deciphering the Brazilian Consumer, released late last year, talks about complex or fragmented journeys. It shows that while globally, 67% of people track product prices until they find the best deal, in Brazil, that number is 85%.
Information and trust along the way
The EY study also points out that, when searching for gift ideas, Brazilians turn most to social media (37%), with brand-owned media in second place (29%), followed by brand and retail communications (24%). For learning about specific products, retailer websites and apps are chosen by 31%; and physical stores are the favorite for 44% when it comes to trying products.
See how relevant, easy-to-access information is strategic for decision-making and building trust? Think with Google/Ipsos surveyed over 18,000 people in 18 countries and found that, in Brazil, 62% of consumers delay or avoid decisions when faced with too many options. On the other hand, the study shows that confident consumers not only buy, but are 18 times more likely to recommend a brand to family or friends than those with little confidence.
According to the research, the most confident consumers have greater knowledge about the category, more relevant information, and a relationship with the brand thanks to previous purchases (note the importance of ongoing brand-customer relationships). In other words, people will reward brands that can simplify their journey, increase their knowledge, and understand their needs.
An omnichannel nation and the power of loyal customers
I believe there isn’t a single sector in the market that hasn’t noticed these behaviors, and the Omnichannel Latam 2024 report by Kantar illustrates this well. It found that Latin America alone now has over 130 million households shopping omnichannel. It’s a huge “omnichannel nation” that researches, compares, and evaluates, influencing other consumers and using, on average, six different channels for their purchases.
But there’s another side to this coin that’s just beginning to gain traction and deserves attention: the “instant journey.” A recent Forbes article, “8 Mega-Trends That Matter For Marketing In 2025”, discusses “shoppable ads” on social media like Facebook, and even the use of QR codes on TVs. In these cases, the customer goes from brand awareness to checkout in minutes, collapsing the traditional sales funnel (TikTok and Instagram have something similar, but through influencers and social commerce).
Another important point from the article is about loyalty: more and more retailers are getting value from fewer consumers. This proves that the customers who deliver the most value to companies are their loyal ones, highlighting the need for some brands to update their business strategies. With customer acquisition costs always rising, prioritizing investments in your best customers is the most sustainable option, as it directly impacts the consumer’s lifetime value (LTV).
The customer makes the journey and the company supports them
With all this in mind, it’s clear that companies must remember: the customer is the one who makes the journey, whether it’s long or instant. But, just like in the Beatles’ song, “The long and winding road... That leads to your door”, there are ways to ensure that, even on this winding path, the consumer arrives at your door smoothly and efficiently—and stays there:
Ensuring presence across multiple channels is just the basics. Brands must take advantage of each channel’s unique features in a complementary and seamless way.
Eliminate friction at touchpoints by providing proper customer experience (CX), convenience, clarity, and data management that remains consistent across platforms.
Offer relevant, personalized, and channel-adapted content at the right place and time for the right audience, making purchase decisions easier.
Promote feedback and community channels, paying attention to demands, suggestions, complaints, and especially to reviews.
Invest in modern loyalty strategies, blending economic and experiential benefits and offering tiers for the most loyal customers.
That’s it, folks! I hope you enjoyed it. Comment, send suggestions, and share ideas!
Leading Questions About Nonlinear Customer Journeys
Why are consumer journeys considered nonlinear and complex today?
Because customers use multiple online and offline channels, research extensively, and move back and forth before making a purchase, making the path unpredictable and fragmented.
How does information influence consumer trust and decisions?
Easy access to relevant information builds confidence, helps consumers make decisions faster, and increases the likelihood they’ll recommend the brand to others.
What role does omnichannel behavior play in Latin America’s market?
Over 130 million households in Latin America shop across an average of six channels, comparing and influencing others, which makes omnichannel strategies critical for brands.
How are instant journeys changing the sales funnel?
“Shoppable ads” and QR codes let customers go from brand awareness to purchase in minutes, collapsing the traditional funnel and requiring brands to adapt quickly to new buying behaviors.
Why should brands focus on loyal customers in this environment?
Loyal customers generate the most value for companies, and with rising acquisition costs, investing in them is more sustainable and positively impacts customer lifetime value (LTV).
