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Retail

The All-New Path-to-Purchase: The Virtuous Communication Cycle

Many shopper marketing consultants are wrong. The path-to-purchase is not linear. The path-to-purchase in days gone by was just a tool “to drive consumers from the couch to the shopping mall to the aisle.” The line was:

we’ll turn consumers into shoppers and shoppers into buyers

…often where “integration” meant a “matching luggage approach” to the creative work by a range of agencies.

Yesteryear’s Path-to-Purchase

Putting the matching luggage issue aside, this Path-to-Purchase, which we might call “yesteryear’s p2p” only works now for TOTALLY NEW products. You see, for the majority of products – from recognised brands – social media has changed the path-to-purchase for ever.

Today, we’re all familiar with the idea that there exists a myriad of new channels for consumers to communicate to each other. Brands now can thrive or die because of these interactions.

New channels should be considered as springboards for conversations, for the frequent, lightweight interactions that are vital in today’s socially networked society.

The path-to-purchase now starts with your current, engaged audience. Your current buyers. Continue reading “The All-New Path-to-Purchase: The Virtuous Communication Cycle”

Building brands through “frequent, lightweight interactions”

On-line, in-store and in-between!

Today, we understand that relationships are formed through regular, little stories and this is how products will become loved brands in the eyes of consumers. Across all consumer touchpoints (ie on-line, in-store and in-between!) we must therefore create and manage “frequent, lightweight interactions” *.

Clearly, the retail world is evolving. There are Continue reading “Building brands through “frequent, lightweight interactions””

Wake up Retail Australia! It’s about timing not location.

My quest when midnight shopping is to see what I can buy for five bucks or less, including postage. Thank you Ebay for the crap I’m getting sent home much to my wife’s amusement. Then I was introduced towww.fiverr.com – a great place to waste time and only spend a fiver a pop. Go on, have a look! (Hat tip to Yvette @ellaslist)

So, I have bought a few random things recently. I have a quest when up settling my little baby boy in the middle of the night. Or rather, when not settling him.

And this is all thanks to the smart phone in my pocket.

My point? Well, the point is that point of purchase is now temporal not geographical.

The world has rushed from nought-to-f in sixty seconds. From real world Continue reading “Wake up Retail Australia! It’s about timing not location.”

Retail: ‘Swonderful. ‘Smarvellous. ‘Sdata.

“Supposedly in eight years, Kevin Rudd’s fibre to the home, 100 mega bits per second, broadband network will be completed and a velvet revolution will be underway. To put this in perspective if every other country stands still (they won’t) Australia will have the fastest broadband network in the world.” Steve Tindall, quoted here from his article on Retail & Buying Intelligence in mUmbrella.com.au is a retail guru in Sydney. This means a lot of businesses are going to have to workout what this “velvet revolution” means for them.

TescoIn the UK, Tesco’s Clubcard information allows the supermarket giant to gain information on Continue reading “Retail: ‘Swonderful. ‘Smarvellous. ‘Sdata.”

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