Understanding of Path to Purchase Optimizes Outcomes
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The document discusses how a mobile technology client uncovered insights into customer purchasing decisions through quantitative surveys and online monitoring. It emphasizes the significance of multichannel marketing in enhancing customer acquisition and loyalty, while revealing that social media's influence is overstated in driving actual sales. The findings are being used to refine the client's media strategy and improve user experience across various touchpoints.
Understanding of Path to Purchase Optimizes Outcomes
- 1. Technology UNDERSTANDING OF PATH TO PURCHASE OPTIMIZES OUTCOMES The client Our client is a leading player in the mobile technology market. We helped a technology company to uncover insights into how customers make purchasing decisions and how these are influenced by different touchpoints. We conducted quantitative online surveys to understand the behavior we observed and to gather information about consumers’ offline research and shopping behavior. We activated our findings by presenting the insights they offered into touchpoint optimization to our client. Outcome Our findings highlighted to the client the important role that multichannel marketing plays in boosting performance across its two key performance indicators – customer acquisition and customer loyalty. They also revealed that social media plays an important role in the decision-making process, yet is overrated in terms of its actual sales effectiveness. The client is using these insights to customize its media strategy across different channels and touchpoints, as well as to improve the user experience across its websites. This information has also helped to shape a strategy for harnessing the influence of social media in the shopping process. Your contact partner is there for you: Anup Deshmukh | M +91 9773 96 96 03 ad@rekhaprocitylabs.com Situation The path to purchase in the consumer technology sector is complex. Reasons include the technical nature of the products and the many different touchpoints digitally connected customers interact with as they move through different stages of the customer journey. Our client wanted to know how consumers interact with its online and offline touchpoints. It was particularly interested in the "research online, purchase offline" (ROPO) effect. These insights would help optimize its online and offline touchpoints to maximize customer acquisition and retention. Approach We monitored the purchasing intentions, actual purchases and research activities of potential buyers in the mobile market over four weeks. We explored the touchpoints they used and their path to purchase by means of surveys at the beginning and end of the monitoring phase. Using a browser tool that gathers data about consumers’ web surfing behavior, we monitored our respondents’ actual online browsing and shopping over four weeks. This data validated the findings of our explorative research. About Rekhaprocity Labs RPL is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.