Defining the Path to Purchase

The “Path to Purchase” – often called simply P2P – is the complex interplay of factors that determine how, where and when consumers make their shopping decisions. The Path to Purchase encompasses a 360° view of the shopping trip, originating from the time the consumer gets into the shopping mindset to the time he or she is home and the shopping is complete.

The P2P is an endless ebb-and-flow of influencers, from cognitive resources, to varying time pressures.  At every stage of the path, multiple touchpoints exist to communicate with the shopper.  Family, peers, social media and smart devices all contribute at various times along the Path to Purchase and to various degrees in the communication of product/brand messaging.
Here’s an illustration of how the P2P works:

Truly understanding the P2P requires garnering consumer insights that follow the purchase and lead to the decision whether to purchase the product or service again.
Using a powerful suite of integrated research methodologies, we explore this Path to Purchase in whole or in part, to illuminate opportunities for increasing sales, building business, and enhancing retail marketing strategies. Our integrated methodologies provide data-driven and actionable insights that consistently arm our clients to win market share in an increasingly competitive marketplace.