Digital-Influenced Path to Purchase

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DIGITAL-INFLUENCED PATH TO PURCHASE

Anne Zybowski

STEPPING STONES: SHOULD SHOPPERS NEED THEM

Vice President, Retail InsightsStepping-Stone

1.One of a series of stones acting as footrests for crossing streams, marshes, etc.

2.A circumstance that assists progress towards some goal

© Copyright 2012 Kantar Retail

Kantar Retail’s Path-to-Purchase Framework

– The following slides outline Kantar Retail’s Digital-Influenced Path to Purchase Framework, a helpful way to think about the work that suppliers and retailers need to do along the path to influence shoppers at the point of decision – whenever and wherever that is.

• Stepping stones is important visual that is very purposeful; in today’s world, shoppers often skip steps along the path – making each stone all the more critical, should the shopper use it in the path to decision

• Skipping the path is more and more common with new tools to automate routine and save shoppers time and money (auto-replenishment/subscribe and save); increased importance to being on the list when the shopper is the

• Recursive nature of the loop is new dynamic. Must make the click stick and always-be-closing.

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Shopper is in Control; Assist & Influence is Key

Source: Kantar Retail analysis


Off the Path: The Digital ShiftMore Points of Influence Before FMOT

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Zero-MOT FMOT SMOTMedia/ Awareness



How Does Digital Impact the Path to Purchase? Is it a Pool, a Puddle, a Circle?

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Stepping-Stone

step·ping - stone

1.One of a series of stones acting as footrests for crossing streams, marshes, etc.

2.A circumstance that assists progress towards some goal



A “Typical” Path to PurchaseNew Mom Buying a Car Seat

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Choose Retailer/ Channel

User Satisfaction

Select & Buy

Source: Kantar Retail analysis, Company websites


Digital & Information = Two New “Steps”Information & Social Media Alter Research and Advocacy

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Create Demand

Choose Trusted Source

Navigate Store/Site

Select & Buy

Choose Channel

User Satisfaction

Advocate Community



Information is Critical to Buying ProcessTrusted Source for Information is Key

7Source: Kantar Retail analysis

3rd Party/Social• Google &

other Search• Blogs• Communities• Social• Facebook

Manufacturer• Vendor.com• Brand sites

Retailer• Retailer.com• Amazon.com


Navigate Store/Site

Choose Channel

Step is often recursive…


In World of Social & Consumer-Generated Media – Advocacy is the Best PR

• Moves well beyond “satisfied” customers– Engagement– Conversation– Listen

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Advocate Community


Source: Kantar Retail analysis, Company websites/Facebook


The Shopper Controls the PathCPG/Retailers Must Influence & Assist Along the Path

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Navigate Store/Site

Select & Buy

Choose Channel

User Satisfaction

Advocate Community

Create Demand




Getting Started: From Control to Influence

• Path is recursive & not necessarily sequential

– In some cases, shoppers will skip the path altogether

– Focus on points of influence is key

• Digital influences two new steps

– Trusted source info = ensure visibility at key points of influence

– Advocacy = can I leave my product in the hands of its users?

• If you are trusted source, need to be able to close

– Find the right conversations to become last retailer shopped

– Closing the deal is complex, new skills & focus required

10Source: Kantar Retail analysis


245 First StreetFloor 10Cambridge, MA02142

F +1 617 499 2723www.KantarRetailiq.com

Anne Zybowski

W +1 617 588 4195

Vice President, Retail Insights

Digital-Influenced Path to Purchase

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