Are you leveraging your path to
Hans Raemdonck
purchase as a path to growth?
5. What are the pain points in the path to purchase?
The websites of these e-tailers don’t lead to satisfaction.
They are perceived by candidate cell phone buyers as
hard to navigate and not providing the right content.
6. How
can we understand how brands perform
relative to competition and on specific
touchpoints?
For the most influential touchpoints, the client’s brand
was strongly under-performing on ‘sales person’ and
performing average on the other touchpoints relative to
competitive cell phone brands.
Figure 6
Role of and satisfaction with touchpoints
ENGAGEMENT
Create an emotional bond
Provide guidelines and support
Salesman
Website telecom
service provider
A shopper
comparison
website
Provide timely information about
new products, promotions or events
General online
webshop
(Market place)
TV
A website from a
telecom specialist
Allow access to more details
INFORMATION
Size of bubbles is proportionate to impact on sales.
Colour indicates perceived usefulness of touchpoint in path to purchase (Green: very hight, red: very low)
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