Part 1: Mapping the Information 'Buy Way'

In the channel choices that they make and the media they use, consumers are taking increasingly greater control over their shopping experiences. On the surface, this could seem to put brands and retailers at a disadvantage. But those who recognize what has come to be known as the shopper's "Path to Purchase" can find heightened opportunities -- using traditional and new media to influence purchase and respond to the shopper before and after they visit the store.

Path to Purchase is the Information 'Buy Way'
One could argue that there are many "first moments of truth" along the shopper's information 'Buy Way.' Solely focusing on the store overlooks big opportunities. The Path to Purchase involves three steps: the pre-shop, shop and post-shop. Marketers need to look at how they can influence purchase decisions all along the Path.

The Path to Purchase isn't a new phenomenon, but it is seen as rising to greater prominence lately due to the advent of online information, mobile technology and social media. To accomplish today's marketing goals, Path to Purchase is best seen as a campaign that is rooted in shopper insights and communicated through multiple touch points in and out of the retail environment.

For example, home improvement retailers will tell you that approximately two out of every three of their shoppers are Pre-shopping before they enter the store. Wouldn’t it make sense to use messaging to influence these shoppers before they reach the store?

A holistic view of Path to Purchase leads to some obvious conclusions:

Marketers need to identify how their best shoppers gather information;

Then they can strategize where they need to be and with what content/message that will help to move their shopper down the Buy Way to their store/department/product.

Who is using Path to Purchase strategies?
Many manufacturers and, importantly, most of the major retailers are essentially in a Path to Purchase mindset. Retailers are using it to promote their need-state programs, such as health and wellness and seasonal events. If you are a brand and P-to-P is important to your retail accounts, it should be on your radar screen, too.

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What does Path to Purchase marketing look like?
See for yourself in Best in Class examples from Wal-Mart, Target, Best Buy, Office Max and Publix.

Simply use the form below to download MarketingLab's Best in Class Path to Purchase or to request other information. We also welcome your inquiries and feedback on the topics discussed in this Tip.