the transformed purchase journey

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

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Today's purchase journey is an integrated on- and offline experience. GfK Belgium presented the transformed purchase journey of smartphones and tablets on the Febelmar congress in Brussels (February 27, 2014).

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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

Page 2: The Transformed Purchase Journey

2 © GfK 2014 | The transformed purchase journey | 27 February 2014

Page 3: The Transformed Purchase Journey

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

SMALL VILLAGE

Nokia 3310

† 2013

tablet

new smartphone

Page 4: The Transformed Purchase Journey

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

Page 5: The Transformed Purchase Journey

5 © GfK 2014 | The transformed purchase journey | 27 February 2014

Online, she could only remember having used Google

Age

SMALL VILLAGE

TALKED WITH DAD

VISITED FNAC

PICKED UP

FOLDER

USED GOOGLE

Page 6: The Transformed Purchase Journey

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

Page 7: The Transformed Purchase Journey

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

Page 8: The Transformed Purchase Journey

8 © GfK 2014 | The transformed purchase journey | 27 February 2014

COMBINED BOTH ONLINE AND OFFLINE SEARCH

Page 9: The Transformed Purchase Journey

9 © GfK 2014 | The transformed purchase journey | 27 February 2014

INTERACTIONS WITH

OFFLINE TOUCHPOINTS

Page 10: The Transformed Purchase Journey

10 © GfK 2014 | The transformed purchase journey | 27 February 2014

DIFFERENT WEBSITES WERE VISITED

Page 11: The Transformed Purchase Journey

11 © GfK 2014 | The transformed purchase journey | 27 February 2014

MINUTES OF ACTIVE ONLINE BEHAVIOUR

Page 12: The Transformed Purchase Journey

12 © GfK 2014 | The transformed purchase journey | 27 February 2014

Reach of online websites

Page 13: The Transformed Purchase Journey

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

THE TRANSFORMED PURCHASE JOURNEY

Bert Hendrickx | @bhendrickx88 | [email protected] Kenny Bos | @kennybos | [email protected]

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the transformed purchase journey

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