A retailer of electrical appliances wanted to determine where to focus its marketing efforts along the path to purchase to achieve the biggest impact. There was a need to map out consumer pathways to identify key points of influence and opportunities for conversion.
More than ten different, existing data sources were connected. The data was organised around a simple path to purchase framework. This was presented to the marketing team and a workshop was conducted using creative problem solving techniques to uncover the implications for the business.
Six distinct shopper needs were identified, each requiring a unique approach to marketing. We worked with the client to deliver a ‘shopper marketing guide’ for six key pathways that identified the critical conversion points, with ideas for activation.
The path to purchase framework has been used by the client as an important decision making tool across multiple campaigns. In their own words, “this insight has enabled us to develop every campaign since with a key audience in mind, and tailor the communications, the acquisition strategy and spend to garner more efficient marketing.”
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