ThecustomerjourneyFromdiscoverytopurchaseandadvocacy

IDIConference2017

Paris,9-10June2017

LucaPellegriniProfessorofMarke:ng,IulmUniversity,Milan

2

Needrecogni?on PurchaseEvalua?on

Postpurchaseevalua?on

Informa?onsearch

Itusedtobesimple…

…andweusedtocallittheconsumerbuyingprocess

•  Some?mesitwasjustprocurementofsimpleproducts•  Some?mesitwasasearchofcomplexand/orexpensiveproducts•  Italwaysimpliedfindingastore

Notanymore

3

Bricksorclicksversusbricks&clicks

Ifthebuyingbehaviourisasimpleprocurementprocess,clicksareveryseriouscompe?torsofbricks:theirmaindrawbackisthedeliverycostThisistheworldofFMCGs,ofsupermarketsandbig-boxstoreswhichfightonpriceundertheimpendingmenaceofAmazonandthelikesofit

Ifbuyingmeanssearchingthemarket,theprocessismorecomplexandinvolvesbothbricksandclicksWenowcallitcustomerjourney,leading,wehope,toaromanceofgreatervalueforbothconsumersandtheirsuppliers

Let’slookatit

4

Customerjourney

Consumerssearch(surf)themarketonlineandofflineandtocatch(encounter)themandproposeadeal(discourse)brandshavetobepresentinallthepossiblemedia(touchpoints)

!  Brandshavetobeomnichannel,alwaysreadytosa?sfytheirdesiresinthedifferentmomentsoftheirjourney

!  Theencounterwiththebrandhastobeplannedandcontentprovided

Awareness

Engagement

Purchase Use

Cul?va?on&loyalty

Customerjourneyandbrandexperience

Discovery

Advocacy

6

Brandexperience:aques?onoftouchpoints

Inamarketovercrowdedwithcompe?ngoffers,theencounterwithabrandisjustpartofthemanyotherstheconsumerwillmakeinhis/herjourneythroughthewebandthephysicalword

Tointerceptconsumersintheirjourneybrandshaveto:1.  mapthejourney2.  buildacoherentsystemoftouchpoints3.  offervisitorswhattheymaywantineachofthem4.  analyzethedatacollectedduringtheencounters

Compe?tors,bloggers,infomediaries,influencers,theirfriends…willaffectthecustomerjourneyandbrandshavetobepresentinasmanypointsaspossible

7

Mappingthejourney

Theydifferdependingon:• whoarethetravelers• theproduct(ifany)theyarelookingfor• thesocialframeofthejourney• the?metheyhave• …

Mappingthejourneytellsbrandwheretomeetthetravelingcustomers

Itmaystartonlineandstayonline,ormoveofflineandendthereorbebackonlineonceagain…

Prepurchase

8

Organizethetouchpoints

Tradi?onalmediaFairs&

events

CommunityCSR

Socialmedia

Purchase

E-mail&newslebers website

Blogs

Store

Personnel

PackagingPostpurchase

BillingCustomerservice

Loyaltyprograms

9

Itusedtobejustgoods(orservices,orboth)onsaleinastore:• acoreassortmentbasedonsomespecializa?on• acomplementaryoffertocrossselloncetheconsumerwasinthestore

Providecontent:esperience

Nowitismorethanthat.Consumersmaywant:• informa?onandknowledge,exper?seandcounselling• entertainmentandplacestointeractwithothers• …and,eventually,tomakeadeal• and,ifithappens,theyshouldbeaccompaniedastheyusetheproduct• tobecertaintheyaresa?sfied,andtostayintouchsotobesuretheywillcomebackinthenextjourney

10

• Theencounterswithcustomersareoccasionstolearnandadapttheofferinwhathasbeencalledco-crea?on

Productandprice,placeandpromo?onaredefinedtogether,thesequen?alprocessofonceupona?meisgoneforgood

Collectinforma?onandmeasure

• Touchpointsareasourceofinforma?on:itshouldbecollectedandusedtobuildupacon?nuousimprovementprocess

• Theold4Psofthemarke?ngmixarenowmingledinadiversifiedsetofofferswithahighdegreeofpersonaliza?on

11

Alotofhardwork