Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.

1. New Customer Journey

2. 1. need awareness
2. information
search
3. evaluation4. purchase
5. post-purchase
Customer Journey
 The customer journey describes how people make decisions
about buying a product or service.
 Understanding the customer journey helps identify the moments
and touchpoints where one can best reach consumers and
influence their decision.
 The customer decision journey is generally divided into five
phases.
2

3. Customer Journey
1. Need Awareness
 Needs can arise through different reasons
 Unconsciously e.g. social needs, personal aspirations
 Physical conditions e.g. hunger, headache
 External sources e.g. marketing activities of brands, WOM
 Several alternative brands might come to mind and these form the
initial-consideration set
 Brand awareness matters. Brands in the initial consideration set can
be 3 x more likely to be purchased than brands that aren’t
3
1. need awareness
2. information
search
3. evaluation4. purchase
5. post-purchase

4. Customer Journey
2. Information Search
 Once a need or problem has been recognized, customers are motivated to
search for solutions to satisfy them
 Throughout the buying process people look at many source of
information – from brands, retailers, evaluation portals, social media
 Today consumers research more touchpoints online than offline
 People especially trust in what is said online by friends or even others
 Nothing influences what we buy more than a personal recommendation
from family or friends
4
1. need awareness
2. information
search
3. evaluation4. purchase
5. post-purchase

5. Information Search Methods
Source: PwC (2016) Total Retail Survey 5
6
8
9
7
5
7
7
9
7
5
47
32
46
28
16
2
3
2
2
2
4
5
4
6
4
29
36
18
34
55
6
8
11
16
13
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Computers
Fashion
Books, music, video
Health & Beauty
Groceries
Which method do you prefer for researching your purchase?
Online via mobile Online via tablet Online via PC TV shopping Cataloge In-Store No research

6. Customer Journey
3. Evaluation
 When faced with several alternatives, consumers compare and evaluate
the different offerings.
 Search attributes are tangible characteristics customers can evaluate
before purchase such as style, color, texture, taste, sound.
 These tangible attributes will help customers evaluate what they will get in
exchange for their money.
 After comparing the performance of important attributes of competing
products and developing product expectations, customers are ready to
select an option they like best.
6
1. need awareness
2. information
search
3. evaluation4. purchase
5. post-purchase

7. Customer Journey
4. Purchase
 For many categories the physical store is still the most preferred place
of purchase.
 Many purchase decisions for consumer products are quite simple and
can be made quickly, without too much thought.
 The POS has big influence on the final decision.
 40% of consumers change their mind about a brand at POS because
of something they see, learn or do in the store. Merchandising and pack
are important selling factors.
7
1. need
awareness
2. information
search
3. evaluation4. purchase
5. post-purchase

8. 8
Places of Purchase
Source: PwC (2016) Total Retail Survey
4
6
7
5
4
4
6
8
6
4
32
25
42
22
11
2
3
2
2
2
2
3
3
4
2
52
53
30
50
72
4
3
7
11
6
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Computers
Fashion
Books, music, video
Health & Beauty
Groceries
Which method do you prefer for buying your purchase?
Online via mobile Online via tablet Online via PC TV shopping Cataloge In-Store No research

9. Customer Journey
5. Post Purchase
 In the post-purchase phase consumers evaluate the product performance they
have experienced and compare it with their prior expectations.
 If the product meets their expectations they will be satisfied and are likely to
repurchase it, even recommend it to others
 If they are dissatisfied they will develop a negative opinion and are likely to
share this bad experience with others
 People share their personal experience (WOM) about the products they use,
even everyday household goods
9
1. need
awareness
2. information
search
3. evaluation4. purchase
5. post-purchase

10. 10
NEW FOCUS POINTS

11. 11
NEW FOCUS POINTS
1. need awareness
2. information search
3. evaluation4. purchase
5. post-purchase

12. o Brands need to put more emphasis on this phase
o People research more touchpoints online than offline
o Make sure consumers can find you online
o Be present as a supplier of information
o Use content marketing
o Provide relevant information (helping)
12
INFORMATION PHASE

13. In average 17 touchpoints are relevant for the majority of consumers before making a purchase
Every 2nd person uses a brand website to get information about the brand‘s products
Every 3rd person visits a price comparison site during his decision process
Only every 4th person becomes aware of a new product through a TV spot
Every 2nd person uses Google to search for a product or service
2 out of 3 persons look for advice in the store before making a purchase
13
Sources of Information
Source: Schüler (2014) Touchpoints

14. o Make sure you get the experience of your product/service right
o This is even more important in times of social media
o User experience is important in all its forms
o People will share their experience with others
o Word-of-Mouth builds your image and reputation
14
POST PURCHASE PHASE

15. 15
Importance of Word-of-Mouth
o People trust more in recommendations (WOM) from
people they know than in TV or print ads from brands
o Even branded websites are a more trustworthy source than
TV or print ads
o In Europe online consumer opinions (WOM) are more
trustworthy than any kind of brand activity

16. BRAND PERFORMANCE REVIEW
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17. Brand Performance Review
Along the Customer Journey
1. need awareness
2. information search
3. evaluation4. purchase
5. post-purchase
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18. For more information visit us on http://www.care4brands.com/