We helped a technology company to uncover insights into how costumers make purchasing decisions and how they are influenced by different touchpoints

1. Technology
UNDERSTANDING OF PATH TO
PURCHASE OPTIMIZES OUTCOMES
The client
Our client is a leading player in the mobile
technology market.
We helped a technology
company to uncover insights
into how customers make
purchasing decisions and
how these are influenced by
different touchpoints. We conducted quantitative online surveys to
understand the behavior we observed and to
gather information about consumers’ offline
research and shopping behavior.
We activated our findings by presenting the
insights they offered into touchpoint optimization
to our client.
Outcome
Our findings highlighted to the client the
important role that multichannel marketing
plays in boosting performance across its two key
performance indicators – customer acquisition
and customer loyalty.
They also revealed that social media plays an
important role in the decision-making process,
yet is overrated in terms of its actual sales
effectiveness.
The client is using these insights to customize
its media strategy across different channels
and touchpoints, as well as to improve the user
experience across its websites. This information has
also helped to shape a strategy for harnessing the
influence of social media in the shopping process.
Your contact partner is there for you:
Anup Deshmukh | M +91 9773 96 96 03
ad@rekhaprocitylabs.com
Situation
The path to purchase in the consumer technology
sector is complex. Reasons include the technical
nature of the products and the many different
touchpoints digitally connected customers
interact with as they move through different
stages of the customer journey.
Our client wanted to know how consumers
interact with its online and offline touchpoints.
It was particularly interested in the "research
online, purchase offline" (ROPO) effect. These
insights would help optimize its online and offline
touchpoints to maximize customer acquisition and
retention.
Approach
We monitored the purchasing intentions, actual
purchases and research activities of potential
buyers in the mobile market over four weeks. We
explored the touchpoints they used and their path
to purchase by means of surveys at the beginning
and end of the monitoring phase.
Using a browser tool that gathers data about
consumers’ web surfing behavior, we monitored
our respondents’ actual online browsing and
shopping over four weeks. This data validated the
findings of our explorative research.
About Rekhaprocity Labs
RPL is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.