Shopping has transformed. It’s time for the marketing funnel to catch up

Converged funnel. Flattened funnel. Collapsed funnel. The non-funnel funnel. The funnel has been such a powerful visualization for the buying process for so long that, even a decade into radical shifts in consumer shopping habits, it’s hard to let go.
It’s still useful in explaining and shaping marketing strategies and tactics. Consider retail media, which is very strong at what was once the bottom of the funnel. If a shopper is in a retail app or a store, it’s safe to assume they’re about to purchase.