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Consumer Journey
Considered Purchases:
Consumer Electronics
UK
US
2. Quantitative:
In-market questionnaire:
2,000 consumers across 3 markets (1,000 in CA)
Microsoft Consumer Decision Journey: Retail
Consumers arent in
our funnel; were in
their journey
Personalization
Enrichment
Validation
Information
Each can be met by a variety of sources (e.g., media, word of mouth, activities)
Microsoft Consumer Decision Journey: Retail
Open to
possibility
Decision
to change
Current
state
Getting
the
go-ahead
Evaluating
Worldview
Honing
in
Shopping
Experiencing
Getting the
right
product
Home
By uncovering consumer needs, influences, and experiences at each stage, were able
to better understand how people make decisions during their retail shop.
Microsoft Consumer Decision Journey: Retail
1.
Current state
Open to a Possibility
Decision to Change
Evaluating
Shopping
Experiencing
Open to a Possibility
Decision to Change
Evaluating
Shopping
Experiencing
Families are key stakeholders in electronics purchases retailers need to make it easy for
families to shop & explore together to visualize how products can fit into & benefit their lives.
Buying for
Family
50%
Me
45%
38%
42%
40%
25%
Both wants & needs play a role along the considered journey
Needing an upgrade or wanting new are top reasons for buying electronics. Use offers,
deals, and even ads to help to ignite these feelings sooner.
40%
36%
22%
Old/Underperform
Want Newer
Need Another
11%
11%
Recommendation
Saw an Ad
5%
Impulse Buy
TVs are most often driven by need, while tablets tend to be wants.
Needs
54%
Wants
52%
35%
22%
42%
27%
Retailers need to make shopping experiences more fun, particularly for needs-based
purchases, like TVs.
Decision to change
47%
45%
Evaluating
40%
33%
Shopping
Experiencing
Needs
Wants
34%
37%
There is an opportunity for brands to engage consumers with emotional & enriching
experiences before they become increasingly analytical.
Important Product Characteristics
49%
43%
Affordable
41%
Reliable
Go-Ahead
37%
36%
Trustworthy
Easy to Use
This opens the door for retailers to grab attention with messaging about quality, before
consumers become more price-focused.
Important Store Characteristics
Go Ahead
41%
33%
Competitive Prices
Good Warranties
33%
32%
29%
Trusted/Well-Known Store
Consumers still need help visualizing how products fit their lives
Retailers and brands can leverage their websites to provide personalized suggestions based
on consumer inputs/requirements. Digital addresses the need for information during planning.
INFLUENCERS
A lot of influence
NEED
STATES
A little influence
Media
Word of Mouth
Activities
Personalization
Enrichment
Information
Validation
Microsoft Consumer Decision Journey: Retail
Open to a Possibility
Decision to Change
Evaluating
Shopping
Experiencing
Efficient
44%
38%
31%
Online Store
36%
Physical Store
However, consumers still need help finding & triangulating information and
understanding how products can benefits them/their families.
INFLUENCERS
A lot of influence
NEED
STATES
A little influence
Media
Word of Mouth
Activities
Personalization
Enrichment
Information
Validation
Microsoft Consumer Decision Journey: Retail
Price/deals, trust and return policies are all top criteria, but consumers also want fun!
Worldview
Honing In
59%
49%
46%
35%
43%
40%
34%
29%
22%
Competitive prices
Good deals/offers
Trusted/well-known
27%
27%
18%
Broad range of
products
Shopping is fun
Shopping focus
80%
10%
store
Honing In
57%
48%
42%
47%
39%
40%
33%
Affordable
Reliable
36%
Trustworthy/ Wellknown
40%
32%
36%
30%
Easy to use
Good screen
Committing to a retailer & product and doing one last check before
checking out
Open to a Possibility
Decision to Change
Evaluating
Shopping
Experiencing
Mood of trip
+
42%
relaxed & leisurely
32%
quick & efficient
Microsoft Consumer Decision Journey: Retail
Personalization is met by product look, while opinion sites & store satisfy
informational needs.
INFLUENCERS
A lot of influence
NEED
STATES
A little influence
Media
Word of Mouth
Activities
Personalization
Enrichment
Information
Validation
Microsoft Consumer Decision Journey: Retail
Physical Store
58%
42%
57%
47%
37%
39%
Provide information to help consumers feel in control to help tip the scales in store/online,
rather than risking them buying elsewhere once theyve left the store/site.
28%
26%
20%
16%
Preview Offline
Buy Online
(Same Store)
Preview Online
Buy Offline
(Same Store)
Preview Offline
Buy Offline
(Same Store)
Preview Offline
Buy Online
(Diff Store)
16%
Preview Online
Buy Offline
(Diff Store)
Preview Offline
Buy Offline
(Diff Store)
Most Canadians only visit areas needed & buy only target products
Use personalized information & suggestions on target products & relevant peripherals to
encourage more browsing, both online and in-store.
Additional Purchases
Browsing
Other
7%
Browse whole
store, 9%
Only visit
areas needed
61%
Visit a few
other areas
30%
Only the
Electronic
74%
Related
Electronics,
19%
5. Home
Getting your new electronic home, setting it up, and testing it out
Open to a Possibility
Decision to Change
Evaluating
Shopping
Experiencing
Store Advocacy
34%
16%
31%
18%
28%
14%
9%
6%
5%
3%
2%
2%
Global Total
Canada
Experts
Partner
Tech sites
Family
Tech/
electronics
stores
Friends &
colleagues
Consumer
opinion
sites
Other consumers
Microsoft Consumer Decision Journey: Retail
OPPORTUNITIES
Decision
to change
Tech sites
Consumer opinion sites
Partners
Evaluating
Tech sites
Price comparison sites
Consumer opinion sites
Partner
Drive pre-shop anticipation with enriching online experiences that help consumers narrow
their lists
Link consumers to consumer opinion & price comparison information to help them feel
informed, and in control
Shopping
Experiencing
Marketer Implications
Encourage discovery
1.
Bring fun to
shopping with
interactive
experiences for the
whole family
2.
Encourage
consumers to
experience
products outside
of packaging to
understand fit
3.
4.
Help consumers
easily compare &
contrast features
to see benefits
beyond just price
Get to know
your customers
1.
2.
1.
2.
Provide access to
reviews, expert ratings
and in-store
recommendations to
deepen information
and allow validation
3.
Follow-up post-purchase
to help consumers get
the most out of products,
validate choice &
encourage advocacy
Thank you
www.advertising.microsoft.ca/research
Questions? Contact alyson.gausby@microsoft.com