Part III in the Category Management 101 Series – The Shopper Journey
What is going on in the minds of the typical shopper? Have you given any thought to the “what, when, where and how a shopper buys your Brand, Product, or Category?
Today, I’ll take you on a short journey through the 5 stages beginning with Awareness through Loyalty, sometimes called the Sales Funnel or Shopper Journey.
Stage 1: Awareness
I have a need or a problem that needs to be solved. We ran out of Product X, I’m hungry/thirsty, the XX just broke, or maybe I saw an Advertisement or was recommended a product/service by someone recently.
“Ok, we are out of bananas, now what do we do” or “My phone is acting up, am I going to repair or replace.”
“I need something”
Stage 1, Awareness Shopping Behavior
Stage 2: Consideration
A need has been identified and we now move to a “Consideration stage.” One may research and compare products/services. One may visit websites, read reviews, watch videos, even reach out to friends and family for advice to help develop a “Consideration Set.”
“Buy the cheapest option” or “Buy the best quality option.”
I found my products now what do I choose?
Stage 2, Consideration Shopper behavior
Stage 3: Convert/Purchase
The shopper now moves towards conversion A final decision is made and the product or service is purchased. The shopper may buy Online, Instore or a combination of the two. Preference, Convenience, Discount, Trust can all go into this channel purchase decision.
“Cash, Credit, or Buy Now/Pay Later”
Online Purchase Opportunity?
Stage 3, Conversion Shopping Behavior
Stage 4: Post-Purchase
After the purchase we move into an “Evaluation” stage. The shopper is now taking mental notes on their satisfaction of the product/service they have received. Not only is the product evaluated but so is the research, buying process, and retail experience. Feedback, sharing their experience, requesting a refund are typical forms of evaluation during this stage.
“I don’t always buy things online, but when I do I leave a five-star review”
Stage 4, Post Purchase shopper behavior
Stage 5: Loyalty
After completion of the 4th stage this shopper moves to being Loyal and repeat shopper or maybe just a one-hit wonder. Being loyal is beyond just another purchase of the same product or others that are offered by this Brand/Manufacturer. Being a “Fan” also consists of joining a loyalty program, subscribing to a newsletter, or following the brand on social media.
“I”m not a regular shopper, I”m a cool shopper”
The Stage 5, Loyal Shopper
That’s the Shopper journey that we all embark on! Imagine this: recognizing a need, weighing options, making a purchase, assessing its value, and potentially becoming a loyal fan.
Want to unlock the full potential of your brand in every shopper’s journey? Partner with Catman Analytics for expert guidance or for more tidbits follow us on LinkedIn.
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