Google “Path to Purchase” and you get hundreds of thousands of hits. Yet it’s not a term that is particularly familiar to many Marketers, Operations Professionals, or Store Managers nor have they attempted to harness its power.
Simply stated, the Path to Purchase acknowledges the complexity inherent in understanding consumer behavior. It recognizes the many forces that play a role in motivating consumers to purchase your products rather than those of your competitors.
For example, consider the role of media in the consumer’s Path to Purchase. In just the last 10 years, we have moved from a mass media environment to one of segmented multi-media.
It was not long ago that:
- TV, radio and print advertising were the prime media for motivating customers
- Companies created websites with the sole purpose of showcasing their products and discussing policies rather than leveraging a powerful selling tool at hand
- Companies consciously, and capably evolved their catalogs and their website did what it could to catch on as a force to sell products
- Twitter and Facebook had little influence on the products consumers purchased
- There was no GroupOn. No interactive media. No apps.
Companies were slow to acknowledge how critical it is for their brand to speak with one voice across all media influences: To have a coordinated message, look and feel whenever and wherever the brand is saying “buy me” to customers.
It’s clear that the power of traditional selling channels is being diluted. Physical and digital channels are becoming integrated and customers are being asked to consider more messages from more sources than ever before. New touch points, such as smart phones, social reviews, and platform aggregators are being increasingly used in combination with websites, catalogs, point of sale material and, of course, traditional advertising. Additionally, thanks to the rise of social networks, word of mouth is becoming the new currency.
Indeed, it is relatively easy to explain the concept of Path to Purchase—it’s about understanding the many influences that will bring your prospects to you and keep them coming back once you’ve sold them. However, being able to define and explain is a long way from capitalizing on this new selling environment.
Today’s research technology allows us to better understand customer paths to purchase and to do so faster than ever before. In the right hands, techniques such as mobile and computer screen eye-tracking cameras, in-store video and audio data capture, IPad-based ethnography and interviewing, and advanced video, audio and database analytics can surface the real influences that will change customer behavior and guide strategies that provide seamless paths to purchase.
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