Video transcript: Understanding buying journeys

Transcript

If I'm going to spend a lot of money, I want to be sure I'm getting the right thing. 

It's online only for me, whether it's an app, a website or marketplace.

I'd much rather speak to someone who knows what they're talking about and that can help me make the right purchase. 

I might start online for some inspiration, read some reviews and then see if family or friends have advice or opinions. And then I'll go round and round in circles for ages, usually ending up in store to see and feel what I’m about to buy before I finally commit.

I can read hundreds of independent reviews on my phone, find the right product and then buy it at the best price. 

When I go online, it's really easy for me to find things that I buy the most and get recommendations from my favourite retailers. 

I've got no interest in buying online. I just don't trust it.   

I think we all recognise that technology has fundamentally shaped the way consumers buy.

New tools, new platforms mean that the way people access information, research and buy are almost as unique as the individuals themselves. 

And those journeys are much more complex and loopier than I would say behavioural models might suggest.

What does that mean in practice? It means multiple sources of information, and multiple touchpoints across the physical and digital world. Both of which will vary by consumer category, consumer mission and even their consumer mood. 

Navigating the turbulence, if you like, in consumer shopping patterns creates new opportunities to engage with customers, as well as build stickier relationships.

But that requires a deeper understanding of where to connect with consumers and how to orchestrate the right journey at the right time. 

So do please download our new report The Consumer Reconsidered and find out more.