Importance of customer journey mapping for brands

Think of the last item you purchased online, and answer these 2 questions below. Think really hard, ok?

1. How long ago did you decide you wanted to buy this very item? 

2. Did you spend some time researching & looking at different solutions or options? 

   1. If yes, what made you choose your option?

   2. If not, what made you SO sure of your choice?

More often than not, when you cough introspect cough into your choices, you realize that as a consumer, your subconscious decision-making results from a few, if not many, decisions you make over time. It is important for marketers to understand what these micro choices could be for consumers. These micro choices can also be thought of as triggers and barriers. Triggers are those actions that can push one to make a choice, whereas barriers are those that prevent one from making that choice. 

Let’s understand this better with an example. We worked with a brand looking to launch women’s bags online. Tote bags, sling bags, laptop bags - you get the drift. We spoke to 60+ consumers to understand what triggered them to buy a new bag and their immediate likely action. It was important for the brand to understand the actions consumers take when they buy new bags. As a brand with no top-of-mind awareness, this would help people identify potential barriers as well. 

Understanding consumer triggers and barriers in the context of one’s own brand helps design the right kind of communication strategies across touchpoints. In the image below, you can see how, across different areas of the marketing funnel, the bag brand can build on the triggers, and address barriers to purchasing a new brand.