A View Into A Shopper’s Path To Purchase

As discussed a few days ago in a post titled “Curious To Know What Shopper Marketing Act 1 & Act 2 Are All About?“, I discussed an important shift that has happened in shopper marketing where the store has become less important and the home and on the go have become more important.  Well, here is some more supporting evidence from Booz & Company.  It’s nothing revolutionary, but it’s a well constructed aggregation of the many touch points that a shopper comes into contact with along the path to purchase.

When the team here at ShopLocal first saw this, we all had the same reaction.  We’ve helped retailers in nearly every one of these unique segments over the years, but had never stepped back to put it all into perspective.  What was once (at least to me) a bunch of interested, but random and disconnected digital campaigns and integrations, now takes on a much broader and impactful meaning.  As we continue to work with retailers and brands, we will for sure try and place each initiative in this framework to help all parties involved understand where in the the path to purchase the shopper is and what our goals and tactics need to be to help move them one step closer to in-store purchase.

This simple framework that the Booz team came up with helps further illustrate the shift that has happened in shopper marketing.

Click here to download the entire Booz study called “Shopper Marketing 3.0″