Did you know that 70% of consumers ask for advice when choosing a gym/sports club? But the same can be said for just 33% when choosing an energy supplier.
The way that people shop has changed. With an abundance of choice, information, advice sources and ways to buy products, people take more complicated decision journeys or they resort to shortcuts. So how do brands and marketers create successful campaigns and ongoing relationships with customers? Understanding the process that customers go through at different stages – leading up to, during and after purchase – is key for successful marketing and customer relationship management.
Joined-up journeys – a new report from a major study
We invested in a major cross-category study to explore the link between brand and the customer experience. We interviewed 3,000 people and looked at ten consumer categories, asking questions to uncover the journeys that they went on to make their purchase decisions. Our findings have all been digested into a report, which is available to buy now. Highlights can be found here.
We developed a framework to reveal how different factors contribute throughout the journey towards an uplift in beneficial outcomes for the brand. You may think that you are always the same type of shopper, but the way you approach the journey will largely be dictated by the type of product – for example, you’re unlikely to approach a mortgage in the same way as you would a gym membership. We explored not only different product journeys, but the effects of advice, shopping around, a person’s mindset, and the ways they interact with the organisation once they become a customer.
We found that there are eight different types of journey:
And the type of journey that people go through depends on the product, rather than the person. Just 12% follow the hopeful journey for savings and investments, while 50% follow a calculating journey type for general insurance. There are big areas of opportunity for brands to develop a better customer relationship and target their marketing further.
One key finding from the study is the demonstration that it is one big, joined-up journey. What happens in the pathway to purchase has a big effect on the customer relationship and business outcomes. Expectations are developed before the purchase, which have consequences after the purchase.
We’re very proud of this in depth study, which will enable you to:
- Understand your sector better: the Joined-Up Journeys report gives a full profile of your sector and/or other adjacent or similar sectors
- Identify your own quantified journey map: our model is replicable and robust, so use it to identify your own brand’s end-to-end journeys, to guide your brand and customer strategy.
- Take a deep dive: conduct a full custom study to explore in detail the brand promise and experience in order to develop a personalised experience.
To find out more about the report and its findings, and to purchase your copy, contact Kevin Ford, Head of Markets and Products Research – UK and Europe.