Shopper Journey – Consumer Purchase

We have now followed our shopper on the shopper marketing journey through 2 phases thus far. We have reached a critical stage in the journey, the consumer purchase stage. As we mentioned in the introduction blog, there are two stages; Point of Purchase and Point of Sale. For marketers to better understand the consumer, we focus on Point of Purchase or in other words, when a consumer decides whether or not to buy the product.

The Third Shopper Journey Stage

So far, the customer has become aware of products, considered them, and is now ready to make a purchase. Let’s go back to that holiday shopping trip. A Butterball turkey was sounding great but now that $3 off Kroger turkey is sounding pretty enticing, especially after you notice the price of that pecan pie… yikes.

After picking up the store brand turkey you realize that it also has less sodium. A great choice for your grandpa who needs to watch his intake. After weighing the pros and cons, you decide that the store brand turkey is indeed the way to go so you take your bird to the checkout line.

There you have it, folks, the consumer purchase stage is complete. After noticing a coupon, the consumer became aware of the product, considered it, and then made the decision to purchase.

STAY TUNED for Part 4 of our Shopper Marketing – Shopper Journey Stages series!

If you have any questions about shopper marketing, please reach out to the NewPoint team. If you are interested in more food brand marketing topics, please visit our Food for Thought page or check out NewPoint’s Patrick Nycz’s book: Moving Your Brand Up the Food Chain.