Definition of " Customer's path to online purchase":
The customer's path to online purchase is the online path of a guest between the begining of its interest for a product until its purchase.
Indeed, during all this time, there are several key moments which are important in the decision-making before the purchase. This path shows the differents marketing tools which inspired and helpt the guest to purchase the product.
This path is completely independant according to the location market, the size of the brand as well as the kind of industry. Obviously, each country and civilization don't have the same habits and thought than their neighbor.
That's why, nowadays some companies use analytic tools and statistics to determine the online path of their guests as well as their habits. Thanks to that, they can improve their customer relationship and provide a better approach to attract people to consume and purchase.
The stages of the customer purchase path are the awareness, the consideration, the interest, the preference and the purchase.
First of all, the awareness represents the moment where the guests are able that they need something in their life. This is the idea which launch the process.
Then, there is the consideration. This is the step where you looking for brands or products which could correspond to your needs.
The interest is a step a little bit more detailed of the consideration. That means that you have selected some products or brands but that you are not sure of your choice. That's why, you looking for the differences between each one to do the best choice.
Before to purchase, you have to do your final choice. That's why, after to think and analyse the pros and cons, you determine a preference for a specific product or brand.
To conclude, the final stage is the purchase. It doesn't include only the purchase but also all the key questions that which will determine your choice final, that is to say: the price, availability of product, quality, feedback of previous customer and so on.
First of all, the awareness represents the moment where the guests are able that they need something in their life. This is the idea which launch the process.
Then, there is the consideration. This is the step where you looking for brands or products which could correspond to your needs.
The interest is a step a little bit more detailed of the consideration. That means that you have selected some products or brands but that you are not sure of your choice. That's why, you looking for the differences between each one to do the best choice.
Before to purchase, you have to do your final choice. That's why, after to think and analyse the pros and cons, you determine a preference for a specific product or brand.
To conclude, the final stage is the purchase. It doesn't include only the purchase but also all the key questions that which will determine your choice final, that is to say: the price, availability of product, quality, feedback of previous customer and so on.
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