Understanding the intricacies of omni-channel purchase journeys

Purchase decision-making is complex, driven by increased product and service options combined with far more channels of information and advice. Making sense of the shopper journey to your product or service is key to ensuring you keep your current customers and attract new ones.

Our customer journey research is designed to provide you with a clear understanding of how your potential customers choose what to buy and how you perform on their journey.

We focus on two key elements:

The decision-making hierarchy

We look at the product or service attributes and establish the order they are considered

e.g. for a holiday purchase do they decide on destination first, then brand, then hotel class or is it perhaps the brand first then the destination etc. for vehicle breakdown cover it might be the price first, then speed of recovery, followed by provision of loan car or perhaps speed of recovery is the priority

Knowing the decision-making hierarchy already informs communications and channel strategy

The purchase journey

There are two aspects to this

Identifying the channels used to impact the decision including those you own and control (website, store, catalogue, advertising etc.) and those you don’t (competitor controlled channels, word of mouth/social media etc)

Tracking the path through those channels including what role each plays in the decision-making process and how they perform as barriers or triggers to the next step in the journey

whole journey


There are many ways to explore purchase journeys and we will develop the best approach for your product or service and your budget. Typically we draw from techniques such as:

-          Online surveys

-          Passive monitoring of online behaviour

-          In-depth interviews

-          Accompanied shops

-          Conflict groups

-          Diary studies

Making sense of the data

One of the biggest challenges with customer journey work is making sense of the vast amount of data generated. We use a number of simple and effective techniques for providing clear action-orientated insight:

-          Defining and sizing clusters of behaviours – by knowing how the most important (typically highest volume or revenue or margin) people buy in your product or service category, we can focus analysis on those that matter most

-          Illustrative journeys – visual illustration and story-telling of typical journeys is often the best way to clearly communicate to stakeholders

-          What-if scenarios – working through how your company would perform compared to the competition at each stage of the journey can pinpoint opportunities to adapt channel strategy

-          Stakeholder targeted output – we provide summaries for each stakeholder group that highlights the outcomes and actions that are most relevant to their area of responsibility

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