Clip 2 - Online Customer Journeys - Online Path-To-Purchase

3 important questions on Clip 2 - Online Customer Journeys - Online Path-To-Purchase

What are the 4 steps in the Online Path-To-Purchase?

  1. Trigger;
  2. Browse;
  3. Decide;
  4. Buy.

What is meant by the fact that the Online Path-To-Purchase is not linear?

There is not just 1 brand involved, brands enter and exit the consideration set throughout the process.

What is important to note regarding the Online Path-To-Purchase?

Online and offline touchpoints play a role throughout the journey.

The question on the page originate from the summary of the following study material:

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