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05 July 2021
A more realistic representation of the path to purchase
Path to purchase modelsPurchase behaviour
The Hankins Hexagon launched in February 2021 as a new model for explaining and optimising the path to purchase; writing for WARC, its creator James Hankins updates and refines his original idea, with applications for the CPG, automotive and finance sectors.
Why it matters
A metaphor to understand the customer journey is valuable, but the concept of a linear purchase funnel is outdated and inappropriate. The Hankins Hexagon presents a much needed and flexible model to analyse and optimise the path to purchase.
In the model there are six stages, consisting of ‘no current need to buy’, trigger, explore possibilities, compare contenders, make purchase and experience product.
The Hankins Hexagon allows for a person to make their own way to purchase via a variety of routes. There are very few fixed pathways in the model, and most are two-way with feedback loops and changes of mind.
For different brands and different categories there is likely a dominant path to purchase within the model. Identifying these common pathways is key to increasing the probability of purchase.