The purchase decision, whether it be online or in-store, is the final step in the Journey.
The touchpoints encountered in the shopping environment are the final points of contact with the Shopper and the last chance to influence their decision.
The touchpoints in the shopping environment are very different than those commonly encountered during Active Consideration, and learning how different types of Shoppers are influenced by the environment is essential to understanding how to persuade them.
Our approach includes segmenting Shoppers based on their behavior while shopping and using short closed-ended questions along with multimedia responses (voice, video, and pictures), which are analyzed with a combination of Advanced Text Analytics and Bayesian Analysis.
This analysis brings to light which stimuli have the greatest impact among different types of Shoppers and why. Further, we retroactively match the Moment of Truth behavior to each individual’s Active Consideration behavior to reveal any early indicators of how receptive a Shopper will be in the environment, allowing you to use earlier touchpoints to their greatest impact on the final purchase decision.
For further information on how to optimize the environment to influence shoppers, see our approach to Shopper Insights.