The requirements of customer journey and path-to-purchase initiatives have evolved considerably over the past few years, due in a large part to the ‘‘always-on’’ reality we live in. Digital disruption is entrenched in most industries, and as customers use and experience different purchase models, we have to be right there with them, with the right tools and approaches.
Customers can switch almost instantaneously between different behaviors, acting as an ‘‘evaluator’’ one minute and a ‘‘shopper’’ the next. As a marketer, it’s critical to understand what is important to them in this collapsed period. We cannot, however, understand customers simply from these key ‘‘moments-that-matter.’’ We must know what influences, experiences, informational sources, and technologies shaped these more intensive interaction points.
The Holistic Journey approach addresses these nuances and can be applied to almost any industry or category. It is built to be a nimble and flexible solution that accommodates evolutions in the market. The four stages of the Holistic Journey, while not necessarily sequential, are distinct in the characteristics that people display:
Customers can shift fluidly between these stages throughout the journey, with varying degrees of emphasis on a particular stage at any given point. For instance, customers typically spend more time Researching and Evaluating when shopping for a high-ticket item like a piece of technology (mobile device, computer, etc.) versus when buying snacks or beverages (where they are mostly in the Shopping phase). The Holistic Journey approach is adapted accordingly to dig deeper into those stages that matter most.
Purchase channels influence types of shoppers
The expansive, and ever-growing variety, of purchase channels results in numerous types of shoppers with different needs and behaviors. Some prefer the convenience of online and others the experience of in-store (with a healthy degree of overlap). Regardless of shopper type, the Holistic Journey solution will help you optimize the customer experience across a widening range of online and physical touchpoints.
How can a brand activate against increasing numbers of touchpoints?
The Holistic Journey is becoming the primary way for brand marketers to develop the information to make sense of the most complex piece of the marketing puzzle — people. Want to discuss how the Holistic Journey approach can help address your brand’s issues? Contact us.