Combine highly informed customers—who research products and services before they buy—with merchants who proactively direct customers to products they might prefer, and you’ll see that the transactional value chain has shifted.

Previously, the actual sale was the sweet spot of any transaction. It was the point where merchants received value, and generally meant the completion of a purchase.

Today, the value chain is extended and more complex. A critical component to any transaction is the pre-sale, followed by the sale itself and then the post-sale period. Pre-sale activities consist of promotions, discounts, targeted advertising, social media campaigns and analytics.

By contrast, post-sale activities include customer care, loyalty activities (awarding of points or other bonuses), add-on sales and, again, analytics.

Given all the activity on either side of the transaction, is it any surprise that the point of purchase holds only 1 to 3 percent of a transaction’s value? In today’s digital environment, the pre-sale stage represents 30 to 50 percent of a transaction’s value, and the post-sale stage represents 20 to 40 percent of the value.

The Everyday Bank stands poised to reach into this extended value chain, bringing added gains for itself and the merchants within its digital ecosystem. And ultimately, all that value represents a happier, better served, more satisfied customer.

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