Are you leveraging your path to
Hans Raemdonck
purchase as a path to growth?
LIFE Path
Let’s look at an example of LIFE Path in action for the cell phone category in the Netherlands and how it answered the 6
key questions mentioned above.
1. What
are the dominant paths?
We identified 3 dominant paths to purchase: a ‘loyalty
path’, a ‘research path’ and a ‘I decide at the Point of
Sales (POS)’ path. The client brand was strong in the
‘research path’, but weak in the ‘loyalty’ and ‘deciding
at the POS’ paths.
2. H
ow important are pre-trigger brand preferences
in driving sales?
Our modeling showed that pre-trigger brand preferences
are very important, in particular on the ‘loyalty path’ and
‘I decide at POS’ path. (See Figure 4).
Figure 4
3 dominant paths to purchase identified
“LOYALTY” PATH
37%
34%
29%
4
10
5
“RESEARCH” PATH
Share client brand
“DECIDED AT POS” PATH
Importance of having brand in pre-trigger consideration set
(Indexed vs. impact of most influential touchpoint)
643
200
ALL CONSUMERS
492
104
“LOYALTY” PATH
“RESEARCH” PATH
“DECIDED AT POS” PATH
7