e-Dialog conducts research on the customer purchase path because we recognize that marketers need the ability to communicate with their customers through various connection points in multiple channels. (Read more in The Online Marketing Suite.)
Our research found that the typical purchase path has 3.8 touch points. This means that a customer saw your print/online/broadcast ad and was introduced to your product or service. Next, they likely did some research either on your website, a review site, or even by posting a status asking for opinions on their Facebook wall. This second connection likely influenced whether or not they considered buying from you. If they wanted to purchase, they probably looked for a deal online or in their email archive. Finally, they purchased either digitally (yes, this includes e-, m-, or f-Commerce) or in-store. This totals 4 touches - and there are endless other combinations of introducing, influencing, and closing advertising activities involved.
- There are 3.8 touches in the typical purchase path
- 36-50% of purchase paths involve more than one touch point
- If the path includes multiple touches, the average order value is likely to increase by 42%
I would like to detail the recent purchase path I traveled while shopping for the e-Dialog holiday party (our Facebook page probably has some pictures!). My path probably starts in August 2011 when I bought a dress for a wedding at White House | Black Market. Since then, I’ve been receiving catalogs for the store at my home address. In a recent catalog I saw a patterned silk top I liked.
Next, I visited the website to see additional pictures of the item. I decided I definitely liked it and that it would be great for the party. So, I checked my email archive for any recent deals or promo codes. Finally, I went to the store to try on the top. I ended up buying it – along with 3 pairs of jeans that I found there!
To recap, after 1) seeing the catalog, 2) viewing the item online, 3) checking recent WHBM emails, I ended up 4) spending almost $200 in store.
While the company did not offer an e-receipt option, or send an immediate thank you, I did receive an email to rate my purchase 1 week later. This was definitely a multi-channel win:
Overall, I was extremely happy with all aspects of the experience. However, for the purpose of continuous improvement, I do have to point out a multi-channel miss: I went back to the site soon after my store visit to look at the swim collection that was announced via a recent email. The swim line is not available in local stores so I considered ordering online. I had trouble logging in to receive my loyalty program discount. I chatted (online) with a customer service representative who quickly realized that while I had an in-store purchase history, I had a very old online profile – from two addresses ago! (This is a perfect case for why getting the “big data” together to get the 360 view of your customer is so important!)