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GfK's transformed purchase journey

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GfK's transformed purchase journey

  1. 1. 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. 2. 2© GfK 2014 | The transformed purchase journey | 27 February 2014
  3. 3. 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. 4. 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. 5. 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. 6. 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
  7. 7. 7© GfK 2014 | The transformed purchase journey | 27 February 2014 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
  8. 8. 8© GfK 2014 | The transformed purchase journey | 27 February 2014 COMBINED BOTH ONLINE AND OFFLINE SEARCH %
  9. 9. 9© GfK 2014 | The transformed purchase journey | 27 February 2014 INTERACTIONS WITH OFFLINE TOUCHPOINTS
  10. 10. 10© GfK 2014 | The transformed purchase journey | 27 February 2014 DIFFERENT WEBSITES WERE VISITED
  11. 11. 11© GfK 2014 | The transformed purchase journey | 27 February 2014 MINUTES OF ACTIVE ONLINE BEHAVIOUR
  12. 12. 12© GfK 2014 | The transformed purchase journey | 27 February 2014 Reach of online websites
  13. 13. 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. 14. 14© GfK 2014 | The transformed purchase journey | 27 February 2014 THE TRANSFORMED PURCHASE JOURNEY Bert Hendrickx | @bhendrickx88 | bert.hendrickx@gfk.com Kenny Bos | @kennybos | kenny.bos@gfk.com Want to know more about your customers’ online and offline purchase journey? Contact us:

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