Customer path to purchase: main stages and how to map them

With changes in consumer behavior, mapping the customer’s path to purchase has become an essential strategy. It mainly involves the fact of providing a consistent experience and increasing the relevance of the relationship with the public.

At the end of the day, customers currently have more expectations regarding communication with brands. Thus, by identifying the stage of the route, it is possible to direct the actions to improve the shopping experience.

To better understand customers’ path to purchase, take a look about how it works, what are the existing stages and the importance of the Omnichannel.

How does customers’ path to purchase work?

Consumer preferences in relation to brands are no longer the same. Today, more assertiveness, relevance and customization are expected in this process.

Looking at these new challenges, we list below the 4 stages of the customer’s path to purchase. They are:

  • Learning and discovery: in this initial phase, the client does not yet recognize that he has a problem or need, researching the issue in a more generic way;
  • Recognition of the problem: here, the client already identifies the problem he has and restricts the investigation to his interests;
  • Consideration of the solution: at this stage, the consumer seeks different solutions in order to solve his problem or need. Considering it, it is time to check specific options;
  • Decision making: the consumer goes on to investigate companies with differentials that guarantee a better cost-benefit.

Therefore, recognizing these phases helps the company to develop effective communication and relationship strategies for each moment of the client.

For example: offering your solution to the client in the learning stage and discovered will not work. This is because the client has not yet identified even his own problem, then he will not understand the relevance or the potential of the service or product.

What is the importance of Omnichannel communication?

As the customer’s path to purchase has different stages, the company must be prepared to serve it. Regardless of the moment, it is necessary to act with personalization and efficiency.

More than that, it becomes necessary to integrate the communication channels, in all phases of the tour, to be more assertive in the sale. According to Google data, consumers appreciate an Omnichannel experience in the purchase process.

The study has considered the sale of smartphones and has verified that 46% are purchased at e-commerces. But 79% of consumers who buy in physical stores went through online stages in the decision process.

According to the survey, “the consumer’s journey is already Omnichannel. Brands that manage to be present in a greater number of stages of the purchase decision process, online and offline, will be more likely to achieve conversion.”

The forecast is that consumers investigate more and more products, mainly those of higher value. Next, agents need to be ready for this new scenario.

In many cases, when contacted, the consumer already dominates all the basic information and is in search of differentials and deepening.

How does OlosChannel help in that strategy?

In order to meet the new demands of the modern consumer and structure the customer’s purchase path, it is necessary to have tools that make this mapping automatically.

OlosChannel offers that and many other facilities. The Omnichannel platform uses data intelligence to map the route and identify the most relevant communication channels according to consumer preferences.

This solution provides a more assertive and personalized strategy, improves the customer experience, increases consumer satisfaction and guarantees a solid and long-term relationship.

Do you want to map customers’ path to purchase and improve your results? Take a look at OlosChannel’s benefits and ask us a demo visit.

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