To understand why customers make the purchase choices they do, it may be helpful to look rigorously at all the moments that have an influence on their final actions.
This reasoning is the basis of concepts variously called “purchase funnel,” or the “path to purchase” or “moments of truth” by product marketers. It implies a rather linear progression from general awareness to preference to decision to acquisition of a specific product.
The end game is customer success. It’s what we all want to happen. Along the way we’ll do our best to illuminate:
- How did the customer arrive at the best possible purchase outcome?
- What decision moments can the retailer influence along the way?
- What tools can the retailer use exert these influences?
- What actions can the retailer take to bring them there?