Paths to Purchase
It’s not one singular ‘path’ to purchase. There are many paths in 2024. Each one is different – from each other, and from one time to the next. We help brands identify and quantify which touchpoints are key to driving purchase conversion.
Our Paths to Purchase solution provides insights that help you disrupt, drive incrementality, trial, and recruit new shoppers to your category.
OUR CLIENTS
The shopper journey has evolved
The marketing landscape is undergoing a radical transformation. Conventional attribution methods are dying out due to new laws and regulations, alongside the increasing complexity of consumer journeys across multiple channels and devices. It is becoming progressively more difficult for brands to incorporate the numerous earned and owned touchpoints into their analyses and evaluate each to the same standards.
Consumers have moved away from the traditional linear journey, and as a result, the marketing funnel is no longer sufficient to capture a true holistic view. No touchpoint only drives awareness. No touchpoint only drives consideration. No touchpoint only drives loyalty. Instead, the funnel has evolved into an infinite loop with conversions at the centre, surrounded by awareness, consideration, and loyalty.
Understand your shopper journeys
Our P2P studies allows you to uncover the connected shopper journeys for your product at all touchpoints, including digital, physical, paid, unpaid, earned, and owned, that influence purchase conversions. Alongside this, it quantifies the effectiveness of each touchpoint at converting your consumers, and what role they play at what time in the journey.
This in-depth understanding of your touchpoints provides actionable insights for brand and category, channel, media, shopper marketing, and retail partner teams.
The methodology
We combine behavioural data from URL tracking with self-stated data from diaries to unfurl the multiple paths of category shoppers over a multiple week purchase cycle.
We measure and evaluate all online and offline touchpoints, including digital, physical, paid, unpaid, earned, and owned.
We blend both behavioural data (URL tracking) and self-stated data (multi-week personal diaries) for a complete view of the WHAT and WHY.
We identify the most influential touchpoints in driving purchase, taking into account cross-channel effects
Redefining the shopper marketing journey
Paths to Purchase specialist Patrick Dünzinger and Senior Client Strategy Director Andrea Goeres deep-dived into how brands can use behavioural and attitudinal data to drive category growth.
They then showcase three studies on how you can merge attitudinal and behavioural data to grow in your category, build a strong marketing strategy, and create the most effective messaging.
Headquarters
Maria Skolgata 83,
118 53 Stockholm, Sweden
Phone: +46 8 400 268 00
Email: hello@nepa.com
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