In the jungle of omni-channel shopping environments where there are so many ways customers can learn about products, there are just about as many paths to purchase as there are customers.
A lion, a monkey, and a crocodile enter an electronics store.
Don’t worry, they’re all friendly. And they’re each looking to buy a new TV. Each animal took a different journey to their end purchase, as they sought to learn more about products, prices, promotions, and places to buy.
While we’d want to market to each TV shopper according to their individual journey, most marketers face real-world constraints that prevent them from doing this effectively.
Typical journey maps summarize actions of all the animals in the jungle, including the lion, the tiger, and the crocodile. The journey map is often positioned as “representative†of a market, combining the paths to purchase into one big, generic path that can conceal important differences among shopper types.
We need a model that identifies, prioritizes, and profiles the most prevalent journeys, so you know when to intervene and with what message.
Combining too many paths creates a mutant animal that doesn’t represent the actual behavior of any of your target customers.
The path to purchase is a safari.
Let a DNA-inspired model be your best guide.
Much like the reptilian crocodile is biologically different from a large mammal such as the lion, so too is his journey to buy a new TV.
Well, less magic and more science – DNA science, to be exact! Much like sequencing DNA helps geneticists identify similarities and differences between species, so too can sequencing sort unique customer journeys.
Select an animal to discover their unique path to purchase.
First, we ask the brand’s target audience to report what specific action steps they took to learn about a product or a marketplace.
Next, we group buyers by the similarities and differences of their individual paths to purchase:
• Composition - A set of journey points and actions • Frequency - A specific number of journey points, some of which repeat • Order - A specific arrangement of journey points
Finally, an algorithm looks for common journey points that follow a similar pattern.
Armed with this knowledge, you can determine where and when to intervene with your message to each journey group.
The result? Several different journey “groups,†each with its own DNA.
Hover over a journey group to discover the common journey points.
Pursue journey groups that provide the greatest economic potential and receptivity to your brand
Capture consumer emotions at key touchpoints using behavioral science, then adapt messages based on desired outcomes
Track key influences and triggers to deliver the right message at the right time, break through habits, and re-route consumers onto new paths
Let LRW’s sophisticated analytics guide you through the swamps, forests, and grasslands of customer journeys.
