Purchase Cycle phases mapped to personas, needs and actions.

1. Buyer ActionBuyer Action
Need RecognitionNeed Recognition ResearchResearch EvaluationEvaluation PurchasePurchase ReviewReview#2#2
2. Research2. Research 5. Review5. Review3. Evaluation3. Evaluation 4. Purchase4. Purchase
Description of Activity:
• Research:
o Search for
solutions to
problems and/or
opportunities
Description of Activity:
• Need Recognition:
o Identification of
Problem or
opportunity
1. Need1. Need
Description:
• Buyer becomes aware
of a problem or
opportunity
• Buyer agrees they have
the same problem
Influencers: Thought
leaders, peers
Description of Activity:
• Purchase:
o Purchase of the
service that
satisfies the need
Description of Activity:
• Evaluation:
o Assessment of
alternatives
o Gather detailed
information about
solutions
Description of Activity:
• Review:
o Did the purchase
accomplish its
objective?
o Were any risks
realized?
#1#1 #3#3 #4#4
Description:
• Buyer finds our solution
• Buyer finds competitive
solutions
Influencers: Thought
leaders, review sites,
customers, blog, real
experiences
Description:
• Buyer evaluates our
solution vs. competitive
solutions
• Buyer enters “trial”
Influencers: Deals,
coupons, special
events, discount
packages
Description:
• Buyer makes decision
to purchase
Influencers: Ease of site
experience for
comparison, research
transactions occur on
mobile devices, app
Description:
• Buyer reviews the
service
• Buyer becomes a
product/service
enthusiast or critic
Influencers: Customers –
kids, too, photo
journals, online
scrapbooking with
soundtrack – memory
souvenirs
Buyer ActionBuyer Action Buyer ActionBuyer Action Buyer ActionBuyer Action Buyer ActionBuyer Action
Seller ActionSeller Action
Description:
• Secure checkout
• Provide a safe
purchase environment
– mobile and app
Description:
• Satisfaction survey
• Merchandising
• Spring Back to Vail
countdown
Seller ActionSeller ActionSeller ActionSeller Action
Description:
• Online “Free” Trial
• Social concierge who
interacts with buyer
through personalization
Seller ActionSeller Action
Description:
• Optimized website
• Lead form
• Coupons at restaurants,
kids eat free
Seller ActionSeller Action
Description:
• Build “need” into key
messaging – Take Vail
Home with You
• Offer incentives for
year-round
Purchase Cycle

2. Ted’s decision making process
Need:
Research:
Evaluation:
Purchase: