Do you think your customer analyzes their purchase every time?
Nothing --nothing, really-- is more important than understanding how your customer makes a purchasing decision. It is the Number 1 thing we identify when we look at the 5 things that will make your advertising work better. Not understanding the decision drivers, the path to purchase and other such data is the quickest way to ruin a brand.
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If your product is purchased frequently, chances are your customer is not going to go through a traditional "funnel" every time. Seriously, do you think about your toothpaste or shampoo every time you buy? Of course not.
Those products are bought on a spiral basis: you need to buy a soft drink... then you buy a soft drink... until you get thirsty again... then you buy a soft drink.
Your strategy needs to be one of interruption: interrupt the decision-making and have your customer try your product.
There are plenty of ways. Contact us for more.
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What if your customer's decision is really infrequent? Like changing kitchen tiles, or buying a car, or buying a CRM?
Then the decision changes a lot and, again, the traditional funnel does not describe the path to purchase well enough to allow you to make better decisions
Let's take a quick look at one path to such purchase 👇
1️⃣ Need: Man! This kitchen looks outdated. We need to change the tiles
2️⃣ Inform: So what do I need to know? What kids of tiles are there? What design and colors do I like? What retailers are there near me? How much is installation?
3️⃣ Purposeful Exploration: OK, I now know what design and colors we want. I need to contact all the retailers and see about pricing, installations and other factors. What other factors should I consider? Reliability for sure. Installation time? Do they have the tiles I like on stock?
4️⃣ Decision: I have my short list, made a decision, we’re going with these guys