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Path to purchase models

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Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Article

This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.

News

LONDON: Brands need to understand buying behaviours in their particular category – and the role of signifiers such as quality, price and utility – in order to create effective marketing across the customer journey, according to two ...

Article

This article posits that there are three behavioural typologies involved in most purchase decisions - guesswork, copying and research - and each of these is most often seen in certain purchase categories.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

Article

This article explains how two cutting-edge customer journey tools have been developed to broaden brands' understanding of the impacts of the customer journey's various touchpoints.

Article

This article previews a series of articles about how marketers can make sense of the complexity of touchpoints and channels to create better customer journeys.

News

SAN MATEO, CA: Brands are not maximising their engagement with consumers as they fail to keep pace with expectations regarding personalization and value, a new study suggests.

News

LONDON: Customer journey maps should be treated like products, led by a manager responsible for the journey’s business performance, according to an industry figure.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

News

CHICAGO: Indian Motorcycle is giving "old-school" marketing a key role in its strategy as the brand seeks to engage with current and potential riders and, ultimately, drive new purchases.

Article

This event report outlines how Indian Motorcycle has driven progress in a category with distinct characteristics and unique forms of consumer behavior.

Research Paper

This paper describes research for Pernod Ricard, the alcoholic drinks company, investigating Colombian consumers' online path to purchase of liquor and spirits brands.

Article

This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.

News

NEW YORK: Advertising in traditional media, and specifically television, is far more effective than digital at driving consumer recall and purchase intent for mainstream FMCG brands, new research suggests.

Article

This event report describes how Arla, the British milk company, found growth by engaging shoppers in a category with enormous penetration, but negligible interest.

Article

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

News

In 2016, those Warc readers interested in shopper marketing were exploring the use of technology, whether that was how it affects the purchase journey or how it can be used to deliver insights.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Research Paper

This study explored how online and offline buyers of a specific product differ in their cross-channel use throughout the purchase process and how this differs across types of products.

Article

This article outlines the development of both digital and physical retail towards a convergence of channels, where brands must have a presence everywhere that shoppers would wish to find their products.

Article

This primer explores what practitioners need to know about digital attribution, or the process of identifying a set of user actions, how they contribute to the desired outcome, and how to assign value to each action.

Research Paper

This article argues that mobile consumer research is still lacking robust observational data and methods, particularly in mobile-driven markets like Indonesia, and presents a new research methodology.

Article

This piece is Part Two of Warc's exclusive series on Alibaba's big data strategy, and provides case studies on how Alibaba's data initiatives have driven business results for offline retailers.

Research Paper

This paper describes how Coca-Cola focused on execution at the point of sale as a fundamental variable for achieving growth in Latin America.