Tech OEM
(Original Equipment Manufacturer)
Mapping the Customer Journey for Smartphones in E-Commerce
CONTEXT
The client wanted to study the consumer purchase journey amongst recent buyers to understand the motivation and triggers to purchasing a smartphone and specifically, this brand.
TransactionPath™ captured shopper behavior via qualitative personal journeys and a behavioral survey to understand the shopper journey to purchase.
LEARNING
Interviews highlighted commonalities and differences in the consumer base including the importance of price, word of mouth recommendations, and information gathering prior to purchase.
Shopper journeys highlighted recommendations for in-store optimization including the importance of a knowledgeable sales associate.
GROWTH OUTCOME
Our research mapped out the entire shopper path-to-purchase and listed out the key moments where the brand can influence shopper decision.
Positioning guidance was presented in a workshop to ensure the new branding addressed the needs identified in research and spoke to the consumers in each of the key moments of truth.
