Marketing 2 Flashcards
Customer journey
Prepurchase
Purchase
Post purchase
Feedback
Streamlining customer journey
Loyalty loop (buy, enjoy, advocate, bond and buy again)
Classical (consider and evaluate before entering loyalty loop)
New journey (consider step comprised, evaluation step shortens or eliminated)
Bow tie funnel
- Create helpful timely and convenient buyer journey
- Continually offer best customer experience
- Acquisition cro: starting from feedback loop, engage, convert, nurture and attract
Or
Retention cro: turn customer from adopter to loyalist to advocating to brand ambassador
Types of touchpoint shopper
E.g.
multiple touchpoint shopper
Pragmatic online shopper
Consumer culture
Brand communities, conspicuous consumption (premium brands)
Errors
Strategy based, association based (representativeness) cognitive biases (loss aversion and anchoring bias)
How play with consumer mind
Touch (consumer touching product)
Taste
Environmental cues (design, social cues, ambient cues)
Retail environment like nr progress makers
Rebranding
Overcoming past perceptions
Fighting rebranding resistance
Internal adoption
Confused messaging
Identity problems
8 instruments of retail marketing
Price
Assortment
Store design
Service
Advertising
Place
Technologies
Trends in e com business
Retail to platform
Desktop to mobile
Voice commerce
Expansion of assortments
Trends in cross Chanel
Click and collect
Digital pos
Cashier free store
Measuring customer experience
Affective (moods)
Cognitive (thoughts)
Physical (body movements)
Relational (social relation)
Senatorial (sight)
Symbolic (self expression)
Customer inspiration
Evoked by stimuli
Transcend into positive emotions
Motivates customer to purchase Produkt
Create through
Price, design
