The Shopping Journey Explained

Since the start of retail, retailers have focused on the customers' experience. How is your brand perceived in each step of the journey, and what influences consumers' decisions? Good products or services provide a positive user/buyer experience; happy customers become repetitive shoppers. From the first touchpoint to the post-purchase experience, the ideal shopper comes full circle to a satisfying experience. Hence the importance of the shopping journey.

It all starts with the first impression, a touch point. Many models describe the process of mapping a customer journey. Among all of these models, there is one thing they all have in common; Touchpoints. Customers rarely buy a product or service on their first visit. You have to gain their trust through several touchpoints. We can divide them into three categories based on the influence of the business.

High Influence:

• Website
• Social media (posts)
• Newsletters
• Customer Service
• Email Marketing

Medium Influence:

• Customer Reviews
• Product Tests
• Press Releases

Low Influence:

• Word of Mouth
• Competition

Each touch point influences the buying decision of the customer. But how do these influence the readiness to purchase? Let's look at some existing models.

AIDA

The AIDA model has been out there since the 19th century and is almost as old as the golden age. Hey, good things never die! Although the AIDA model was invented before we knew how to write HTTP, the model is still applicable. AIDA is an acronym for Attention, Interest, Decision, Action. Each of these steps is in the process of buying. Let's have a look at them.

Attention
Any first interaction with your brand is considered to be the first touchpoint. Mostly these interactions are through touchpoints that the business can highly influence. You, as a business, are in control of these. Innovative advertising, an excellent content-filled website, or clever newsletters will attract customers. As in retail, a nicely decorated shopping window will grab the attention of a consumer passing by. Once they stop, you grab their attention.

Relevant Touchpoints:

• Website (SEO, SEA)
• Customer Cases
• Social Media (Paid / Organic)
• Newsletters
• Joined Marketing / Partnerships

Interest
Congrats! The first step is done! You now have the customers' attention. Let's start with the details of the product or service. At this stage, it is ok to dive into the details of the product, but not too deep. Just explain the benefits of how your product or service will solve your visitors' problems.

Relevant Touchpoints:

• Customer Testimonials
• Product Videos
• Walkthrough
• Product Demonstration

Decision
Once the customer understands that this product is solving their problem, it is time to convince the customer to purchase your product or service. Start to point out the advantages of your product. Testimonials, reviews, and ratings help customers persuade them, customers to make a decision.

Relevant Touchpoints:

• Word of mouth (customer looks for verification)
• Reviews
• Testimonials

Action
Victory! Your visitor will become a customer. They have decided to purchase your product or service. A common mistake here is a bad/negative checkout experience. In this stage, it is crucial to have a frictionless experience. Once they have decided to purchase, make it effortless. Distraction is easy.

Relevant Touchpoints:

• Website
• Checkout
• Subscription form

Congratulations, you have successfully gained a customer. Amazing! Now it is time to sit back and relax. No! It is time to turn your customer into a happy returning customer. The AIDA model only considers the decision-making process, not the returning process.

The post-purchase experience, all that comes after the purchase, is the no. 1 driving factor for users to return and make another purchase. Often this is reflected in the "Customer Decision Journey."

Customer Decision Journey

With the internet, especially search engines, consumers have direct and constant access to information that influences their behavior. Therefore, the traditional models don't apply and only include some possible touchpoints and key buying factors. A new approach is needed to retain the customer's decision journey.

It consists of four phases:

1. Trigger The customer has a problem that requires solving. As a result, they are looking for a solution—a new product or service. A search starts with the initial consideration set - a set of brands they already have in mind. (this is the place you want to be as a marketeer).

2. Active Evaluation The customer evaluates all the options and weighs various brands and possibilities to solve the problem. Once they have settled their mind on one of these options, they will make the purchase.

3. Moment of Purchase As described, the customer has landed on a decision and moved to the purchasing stage.

4. Post-purchase experience Based on the customer's experience, he might come back. If a customer had a good experience, they would reconsider your brand in their buying decision. Your goal as a marketer is to get in the "initial consideration set." The better the experience, the shorter the next shopper's journey to purchase.

In the next blog, we will dive into more detail on the importance of the Post Purchase experiences.