Customer Journey Marketing

This article is part of a series of articles on marketing along the customer journey. Read more.

As experts in journey marketing, Geometry Global has quantitatively surveyed some 60,000 people across 38 unique categories, to map their purchase journeys and assist clients in creating and implementing omnichannel programmes. In doing so, we have identified certain common characteristics that exist at a category level and have implications for marketers seeking to win in their category.

This article identifies three overarching behavioural typologies based on an analysis of shopper behaviour across multiple categories and considers the implications for marketing brands within them. There are three steps in identifying behaviour across the journey:

1. Mapping the purchase decision journey