Tag Archives: decision tree

When and where is the purchase decision initiated?

It may not surprise you to learn that for much of our white collar work force, the list of priorities for the morning looks something like this:

  1. Check e-mail
  2. Attend to immediate routine job duty
  3. Decide where to go to lunch
  4. Fire up iTunes
  5. Read a review of the latest smart phone on the Internet

It doesn’t mean people are shirking their duties. It’s just that technology and the meshing of work and family life present opportunities to engage in all new ways and places.

According to Advertising Age, about one-quarter of the workforce spends about an hour each day reading blogs.

That doesn’t count sufring the Net. It doesn’t count time spent reading e-mail. It doesn’t count time spent selecting and listening to music on iTunes.

Each of these channels presents opportunities to influence the consumer decision on which place, product and price to choose.

To say that 70 percent of the purchase decision occurs at the point of purchase is like saying that the decision of whom to marry is made when the groom says, “I do.” Our relationship with consumers is a courtship, and we owe it to our brands to leverage every point of contact at our disposal.

We do a great job in-store. We do a great job on TV. We’re learning how to use the Web.

But consider this:

The average primary grocery shopper is a busy individual. Time is growing ever more precious. Grocery lists are being made on the elliptical trainer at the gym and written on sticky notes in office cubicles.

One agency calls this Borderless BrandingTM. It’s the idea of reinforcing the brand message in places that are most relevant to the consumer.

Like a milk bottle:

Or a sidewalk:

It is at those contact points that brands can win the battle before the target enters the store.