GfK's transformed purchase journey
- 1. 1© GfK 2014 | The transformed purchase journey | 27 February 2014
THE TRANSFORMED
PURCHASE JOURNEY
Bert Hendrickx @bhendrickx88
Kenny Bos @kennybos
Febelmar Congress | 27 February 2014
- 2. 2© GfK 2014 | The transformed purchase journey | 27 February 2014
- 3. 3© GfK 2014 | The transformed purchase journey | 27 February 2014
Last year, Bert’s mum needed to buy a new mobile phone.
Bert’s
mom
Age
51
SMALL
VILLAGE
Nokia 3310
† 2013
tablet
new smartphone
- 4. 4© GfK 2014 | The transformed purchase journey | 27 February 2014
She talked about it with her husband, looked up some information online,
brought home promotional folders and visited stores
- 5. 5© GfK 2014 | The transformed purchase journey | 27 February 2014
Online, she could only remember having used Google
Age
51
SMALL
VILLAGE
TALKED
WITH
DAD
VISITED
FNAC
PICKED
UP
FOLDER
USED
GOOGLE
- 6. 6© GfK 2014 | The transformed purchase journey | 27 February 2014
Bert’s mom is just one person, we mapped the purchase journey of 230
consumers
N = 230
Looking for new
smartphones & tablets
- 7. 7© GfK 2014 | The transformed purchase journey | 27 February 2014
BROWSER ADD-ON
URL TRACKING
Combine on- and offline insights to map the full purchase experience
EVENT-BASED
WEBSITE
QUESTIONNAIRE
Q&A
WEEKLY DIARIES
OBSERVATIONAL
BEHAVIOUR
IN THE MOMENT
DAY TO DAY
- 8. 8© GfK 2014 | The transformed purchase journey | 27 February 2014
COMBINED BOTH ONLINE
AND OFFLINE SEARCH
%
- 9. 9© GfK 2014 | The transformed purchase journey | 27 February 2014
INTERACTIONS
WITH
OFFLINE
TOUCHPOINTS
- 10. 10© GfK 2014 | The transformed purchase journey | 27 February 2014
DIFFERENT WEBSITES
WERE VISITED
- 11. 11© GfK 2014 | The transformed purchase journey | 27 February 2014
MINUTES OF ACTIVE
ONLINE BEHAVIOUR
- 12. 12© GfK 2014 | The transformed purchase journey | 27 February 2014
Reach of online websites
- 13. 13© GfK 2014 | The transformed purchase journey | 27 February 2014
Reach and impact of on- and offline touchpoints
word of mouth
shop visit
advertising
newspaper/magazine
advertising
tv/radio
Mediamarkt
Apple
VandenBorre
Microsoft
Krëfel
Samsung
- 14. 14© GfK 2014 | The transformed purchase journey | 27 February 2014
THE TRANSFORMED
PURCHASE JOURNEY
Bert Hendrickx | @bhendrickx88 | bert.hendrickx@gfk.com
Kenny Bos | @kennybos | kenny.bos@gfk.com
Want to know more about your customers’ online and offline purchase journey? Contact us: