To truly reach target shoppers who are surrounded 360 degrees with marketing and advertising communications, you need to walk in their shoes and plot a day, week or month in their lives. We want to believe that shoppers are thinking about our brands, products and services all the time, but that is not often the case. By plotting out what happens when they first begin to consider a purchase, it offers another way to think of them as whole people — beyond their shopping personalities, as well as your product’s context in their world. If you want to have a real relationship and conversation with your consumers, you have to find a place in their trail to the sale — not just how to place them within your marketing plan.
Pictures are as powerful as words in painting this picture of your shoppers … that is why we’re using this visual to map out a typical nonlinear path to purchase: