GfK's transformed purchase journey
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1 © GfK 2014 | The transformed purchase journey | 27 February 2014 THE TRANSFORMED PURCHASE JOURNEY Bert Hendrickx @bhendrickx88 Kenny Bos @kennybos Febelmar Congress | 27 February 2014
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Transcript of GfK's transformed purchase journey
1 © GfK 2014 | The transformed purchase journey | 27 February 2014
THE TRANSFORMED PURCHASE JOURNEY
Bert Hendrickx @bhendrickx88
Kenny Bos @kennybos
Febelmar Congress | 27 February 2014
2 © GfK 2014 | The transformed purchase journey | 27 February 2014
3 © GfK 2014 | The transformed purchase journey | 27 February 2014
Last year, Bert’s mum needed to buy a new mobile phone.
Bert’s mom
Age
51
SMALL VILLAGE
Nokia 3310
† 2013
tablet
new smartphone
4 © GfK 2014 | The transformed purchase journey | 27 February 2014
She talked about it with her husband, looked up some information online, brought home promotional folders and visited stores
5 © GfK 2014 | The transformed purchase journey | 27 February 2014
Online, she could only remember having used Google
Age
51
SMALL VILLAGE
TALKED WITH DAD
VISITED FNAC
PICKED UP
FOLDER
USED GOOGLE
6 © GfK 2014 | The transformed purchase journey | 27 February 2014
Bert’s mom is just one person, we mapped the purchase journey of 230 consumers
N = 230
Looking for new smartphones & tablets
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BROWSER ADD-ON URL TRACKING
Combine on- and offline insights to map the full purchase experience
EVENT-BASED WEBSITE
QUESTIONNAIRE
Q&A WEEKLY DIARIES
OBSERVATIONAL BEHAVIOUR
IN THE MOMENT
DAY TO DAY
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COMBINED BOTH ONLINE AND OFFLINE SEARCH
%
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INTERACTIONS WITH
OFFLINE TOUCHPOINTS
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DIFFERENT WEBSITES WERE VISITED
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MINUTES OF ACTIVE ONLINE BEHAVIOUR
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Reach of online websites
13 © GfK 2014 | The transformed purchase journey | 27 February 2014
Reach and impact of on- and offline touchpoints
word of mouth
shop visit
advertising newspaper/magazine
advertising tv/radio
Mediamarkt
Apple
VandenBorre
Microsoft
Krëfel Samsung
14 © GfK 2014 | The transformed purchase journey | 27 February 2014
THE TRANSFORMED PURCHASE JOURNEY
Bert Hendrickx | @bhendrickx88 | [email protected] Kenny Bos | @kennybos | [email protected]
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