Monday, April 16, 2012

Real Paths of Purchase.

The importance of the shoppers' path of purchase is not lost on any brand marketer. If you can get your brand / product in the natural path of purchase of the shopper, more than half the battle is won.

The problem - while everyone understand the importance of the PtoP, establishing an exact path is a very tough exercise. It is made tougher as it would change as per variations in shopper demographic.   

This has often led folks to adopt a more "anecdotal" approach to establishing a path of purchase rather than looking at & relying on empirical data.

AaramShop has been able to accurately map the buying behavior of shoppers and their paths of purchase using the hybrid commerce platform. While what is presented here is an overall P2P of specific category-wide behavior, it is possible to establish this specific to shopper demographics, like age, gender, etc and also to brand specific behavior. 

As illustrated - if you are a brand in the "breakfast cereal category" you are more likely to be bought by buyers of "biscuits & cookies" than by the buyers of "rice, atta, lentils & dals". Make you wonder about brand placement, promos, and lot more.

This intelligence can assist brand marketers to better position / place their products in association to categories, thereby leveraging the consumers natural path of purchase.

You can view the various paths of purchase specific to category in the State of Online Grocery Shopping Report - which you can download from here. 

It is important to clarify that these depict "in-store" path of purchase and not the entire consumers shopping journey. 

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