This article explores the key findings of a research study [1, 2] that examined consumer behavior leading up to purchases. The study focused on how consumers use different media touchpoints throughout their „consumer journey,” the period leading up to a purchase. The researchers were particularly interested in how these patterns differ based on time, product group, and gender [1, 3]. The study has important implications for marketers and business owners as it provides insights into how to optimize their media strategies for different consumer segments [4].
Kučinskas, G., & Pikturnienė, I. (2023). Examining consumer’s journeys via informational touchpoints: differences for the time, product group and gender. Stochastic Modelling and Computational Sciences, 3(2(I)), 213–226. https://doi.org/10.5281/zenodo.13740474
Key Findings
The study, based on a survey of Lithuanian consumers, found that:
- Consumers use more informational touchpoints closer to the time of purchase, with peaks in the 3-5 days and 1 week prior to purchase [4-6]. This suggests that marketing efforts should be intensified in the days and weeks leading up to a purchase.
- Women generally use more touchpoints than men, especially near the purchase decision [4, 7]. While the difference was most pronounced on the day of purchase, the study found that women use approximately 30% more touchpoints overall than men [7, 8]. This means marketers should tailor their strategies to account for the different ways men and women engage with media.
- Consumers use more touchpoints for high-involvement products in the middle stages of the consumer journey, while for low-involvement products, the number of touchpoints peaks just before purchase [4, 9]. This highlights the importance of understanding the level of involvement associated with different product categories. High-involvement products typically require more research and consideration, so consumers engage with a wider range of informational touchpoints over a longer period of time [10]. In contrast, low-involvement products, which are often impulse purchases, lead to a surge in touchpoint usage right before the purchase decision [10].
- Consumers who have purchased a product before will report using fewer touchpoints in their consumer journey compared to those who have not purchased the product [11, 12]. This finding supports the idea of a „loyalty loop,” where repeat customers require less information and fewer touchpoints to make a purchase decision [13].
Implications for Marketers and Business Owners
- Timing is everything: Consumers are most receptive to marketing messages in the days and weeks leading up to a purchase. This means marketers should focus their efforts on reaching consumers during these critical periods.
- Tailor your message: Men and women engage with media differently, so it is important to tailor marketing messages accordingly. For example, women may be more responsive to detailed product information and reviews, while men may prefer concise messaging focused on key features and benefits. However, gender alone may not be a strong enough differentiator for media planning [14].
- Consider product involvement: The level of involvement associated with a product should influence marketing strategy. For high-involvement products, marketers should focus on providing consumers with comprehensive information and building trust over time. For low-involvement products, marketers should focus on creating impactful messages that drive immediate purchase decisions.
- Nurture customer loyalty: Repeat customers are valuable assets, as they require less marketing investment to convert. Marketers should focus on building strong relationships with existing customers and providing them with a seamless and positive brand experience.
Touchpoint Types
The study also looked at different types of touchpoints, classifying them as either informational or promotional [15].
- Informational touchpoints: These include sources like search engines, expert recommendations, and discussions with family or friends. They provide consumers with factual information about products and services [16].
- Promotional touchpoints: This category encompasses traditional advertising channels like television, radio, print, and online ads. They are designed to persuade consumers and promote specific brands or products [17].
The research highlighted the importance of both types of touchpoints in the consumer journey [18]. While promotional touchpoints play a crucial role in building awareness and driving initial interest, informational touchpoints become increasingly influential as consumers move closer to making a purchase decision [19, 20]. They seek out more objective and credible information to validate their choices [20].
Marketers need to understand the interplay between informational and promotional touchpoints and leverage both effectively to guide consumers through their purchase journey [21]. The study found that while promotional touchpoints were more common at the beginning and middle of the consumer journey, non-brand owned touchpoints were more frequent toward the end [22]. Marketers should be aware that brand-owned media often has a delayed effect on purchasing decisions [14].
Limitations of the Study
While the study provides valuable insights into consumer behavior, it is important to note some limitations.
- The study was conducted in Lithuania, so the findings may not be generalizable to other cultures.
- The study relied on self-reported data, which can be subject to recall bias.
Despite these limitations, the study’s findings offer valuable guidance for marketers seeking to optimize their strategies and connect with consumers in more meaningful and effective ways. By understanding the dynamic nature of consumer journeys and touchpoint usage, marketers can tailor their approaches to different segments and product categories, ultimately driving better results and fostering stronger customer relationships.
Kučinskas, G., & Pikturnienė, I. (2023). Examining consumer’s journeys via informational touchpoints: differences for the time, product group and gender. Stochastic Modelling and Computational Sciences, 3(2(I)), 213–226. https://doi.org/10.5281/zenodo.13740474