Assignment handed in last month – now on to Module 3 “Think Like a Brand”
In basic terms there are three different customer journeys:
- IMPULSE purchase
- HABITUAL purchase
- RESEARCHED purchase (usually higher ticket price items)
- Quick Service Restaurants and Apparal are industries with roughly 40%/40% HABITUAL/IMPULSE split.
- Home electronics are 68% a RESEARCHED purchase
- Grocery is 66% HABITUAL purchase
There are 5 drivers in a customer journey
Customer journeys are less like a funnel now, and look morre like flight path due to digital re-shaping and more tech tools available to the consumer. Now, it’s all about multi-channel journeys. (Image Source http://www.zeromomentoftruth.com/assets/files/ZMOT_Handbook.pdf)
See more about multi-channel journeys here: http://www.fitch.com/think-article/dreaming-exploring-locating-understanding-the-new-customer-journey/
There are now blurred lines between offline an don line shopping experiences – with many brands encouraging online research with an instore purchase/pick-up, i.e.
- John Lewis
- Next/New Look
The customer journey now includes a new moment of truth – the ZERO MOMENT OF TRUTH
This new moment shows that we need to put the right info at the right time in the right place during the research phrase – aka the Zero Moment of Truth.