Connected Commerce POV Part 2: The Collapse of the Traditional Marketing Funnel

This blog marks Part 2 of our Connected Commerce POV series. In the next piece, we’ll explore the collapse of the traditional marketing funnel. In the next and final piece, we'll explore how brands can achieve Connected Commerce scale through holistic growth. To read Part 1, click here.

For decades, brands in beauty, health and wellness, and consumer packaged goods (CPG) have relied on a simple, linear model: attract attention, generate interest, build desire, and drive action. But today’s shoppers have shattered this neat progression. In its place is a dynamic and wildly unpredictable web of influences, touchpoints, and relationships. And this new reality demands a radical rethinking of how brands connect, convert, and cultivate loyalty.


Why Did the Traditional Funnel Collapse?

The classic funnel thrived in an era of limited media, predictable consumer behavior, and top-down brand messaging. However, the digital revolution, powered by social media, ecommerce, and always-on connectivity, has upended every stage of the journey.

Shoppers no longer move from awareness to purchase in a straight line. They bounce between reels, reviews, DMs, and influencer posts: sometimes looping back, sometimes jumping straight to purchase with no prior brand interaction. And with instant access to reviews, peer opinions, and endless product options, consumers are in full control. They research, compare, and reconsider at every step, challenging the notion of a staged progression, but the time from discovery to purchase can be seconds rendering the old funnel’s slow drip obsolete.

But most importantly: consumers, especially younger generations, are more skeptical and value-driven than ever. They scrutinize brands for authenticity, sustainability, and alignment with personal values, making trust the new currency of growth.

The Rise of the Trust Loop and the Influence Map

Today’s purchase journey is a living, breathing ecosystem, what leading thinkers now call the “trust loop.” In this model, purchase is not the end point but the beginning of a deeper relationship. Ongoing engagement, transparency, and brand action build trust, which in turn fuels advocacy, loyalty, and further purchases. 

Think of it this way: most consideration now happens after purchase, as consumers continue to research, share, and interact with brands and communities. Trust is built through consistent, values-driven action—owning mistakes, being transparent, and engaging authentically with consumers. Thus, brands must map and respond to real-time consumer behaviors, leveraging analytics to deliver personalized, relevant experiences across every touchpoint.

What Does This Mean for Beauty, Health & Wellness, and CPG Brands?

The collapse of the funnel is no crisis. At Front Row, we see it as an unprecedented opportunity. Here’s how we see forward-thinking brands thriving in this new landscape:

Embrace Nonlinear, Omnichannel Journeys

Be everywhere your consumer is, from TikTok and Instagram to retail media networks and DTC platforms. Investing in seamless, connected commerce experiences that allow shoppers to move fluidly between inspiration, research, and purchase increases persuasion, memorability, and immersion.

Prioritize Trust and Transparency

Consumers reward brands they trust with loyalty, advocacy, and willingness to pay a premium. Make sure your brand is engaging in ongoing, two-way communication. Interactive content and community-building initiatives foster deeper relationships.

Leverage Influencer and Creator Economies

Influencers and creators are the new gatekeepers of culture and commerce. Their opinions, content, and communities shape what’s relevant and trustworthy. Activate micro-communities and niche audiences with targeted, value-driven content that resonates on a personal level.

Personalize at Scale Using Data and AI

Harness AI-powered analytics to understand, predict, and respond to individual preferences and behaviors in real time. Deliver hyper-personalized recommendations, routines, and offers that reflect each shopper’s unique needs and aspirations.

Build for Agility and Experimentation

The pace of change is relentless. Brands must be flexible, ready to pivot strategies, test new platforms, and respond to emerging trends in real time. Foster a culture of experimentation and try new formats, embrace new technologies, and learn from data-driven insights. This is your secret to staying ahead of the curve.

Think It’s Time to Rethink Your Strategy?

The traditional funnel is dead. The future of marketing in beauty, health and wellness, and CPG will be about inviting consumers into an ongoing, value-driven relationship. The brands that win will be those that:

• Show up authentically, wherever their consumers are.
• Build trust through transparency, accountability, and shared values.
• Leverage technology to personalize, predict, and delight.
• Engage communities, not just individuals.
• Treat every interaction as the start of a new journey, not the end of an old one.

This is your brand’s wake-up call. If your brand clings to these outdated models, you risk irrelevance. Today’s leading brands will be carried into the future by embracing the new reality.

Front Row is built for the future. We’re ready to help your brand decode the new, yet exciting shopper journey; architect seamless omnichannel experiences; and build unshakeable trust at every touchpoint. Partnering with us will give you access to brand-specific strategies, technologies, and insights that will set you apart in a world where the only constant is change.