Tag Archives: connected consumer

Don’t forget “Also”

Yes, we are:

  • Connected
  • Social
  • Not stationary
  • More technologically adept


But we are also:

  • Dazzled by a “show”
  • Looking for ways to be entertained
  • Not tolerant of wasted time


As it pertains to connecting – in whatever way – when someone is outside of the confines of their home or office, perhaps they are more driven by the “also’s” than the initial “are’s.”

CETW Session #2 – Choreographing Consumer Touchpoints: Mapping the Path to Purchase

This is a recap of the 2nd session that I attended at CETW. It was a great session brought to us by Aramark. They really dove into the old & new “consumer” and the “journey” that a consumer takes when purchasing something. Obviously, the way that brands touch them along that journey is critical and complicated, particularly with the introduction of so many new channels and touchpoints (more on that below). The speakers were:

Danna Vetter, VP, Consumer Strategies, ARAMARK

George Yunis, Sr. Director, Creative Services, ARAMARK Strategic Assets

Going to talk to you guys today about communication & environment. And we’ll begin with the idea of the connected consumer – expectations are greater than they’ve ever been. Media consume, the way they consume it, etc..

The evolution: the traditional consumer > the online consumer > the connected consumer

The standard marketing funnel – a linear one – is not the case anymore, with today’s connected consumer. The way they make decisions has fundamentally changed. See the difference between that and McKenzey’s new decision journey:

Purchase funnel and consumer journey

It’s circular, based on decision stages, however, missing a couple of things (see Brian Solis below). Particularly, post-purchase experience, the most critical part of the journey, particularly with the open web, social media now.

Brian Solis – adds more dimension to the McKenzey model:

Brian Solis Journey

Formulation > Pre-Commerce > Commerce > Post-Commerce

Awareness > Attention > Trigger > Evaluation > Decision > Experience > Enjoy > Loyalty > Bond

There’s an influence loop that can’t be ignored

At Aramark, when mapping the path to purchase, we look at all of the Consumer Decision Stages (Active Evaluation, Moment of Purchase, Post Purchase)

At Aramark, we plan horizontally and vertically

If the experience that a consumer experiences online is different from the experience they get when they go into a store to buy the product (or somewhere else in the real world), there is a huge disconnect for the consumer. And they tell people about it.

Difference between channels & platforms:

Channels – platform based

Touchpoints – can be part of a channel or something entirely different (think offline at an event or something)

Everything maps back to Experience.

This is the new way – Integrated, Convergent, Connected Consumers

Photo credits: McKensey & Brian Solis