Every CPG brand manager knows that brand switching happens – when shoppers intend to purchase one brand coming into the store and walk out with another brand. And most brand managers think they know, but aren’t really sure where, how and why the...
Brand Switching at Retail Stores – and What You Need to be The Brand Leader
Written by Gold Research Inc. on . Posted in Gold Journey Mapping.
very CPG brand manager worries about brand switching. Brand managers make investments to build awareness, trial, purchase intent – only to lose the sale because the shopper switched along the way. And most brand managers think they know why, but...
Turn your Path-to-Purchase Research into a Profit Machine with this Key Insight!
Written by Gold Research Inc. on . Posted in Gold Journey Mapping.
Most companies deploy path-to-purchase research by holding focus groups and surveys to capture customer sentiment and improvement ideas. These efforts are all necessary, but in most cases, struggle to show an ROI to senior management.
Gold...
B2C Retail: The In-Store Shopping Journey
Written by Gold Research Inc. on . Posted in Gold Journey Mapping.
This journey map follows Maria, a 28-year-old shopper who prefers the in-store experience to find an outfit for an upcoming wedding. This journey is defined by physical touchpoints and real-time decisions, and the map reveals opportunities to...
The Ultimate Guide to Customer Journey Mapping: Steps, Examples, and Best Practices
Written by Gold Research Inc. on . Posted in Gold Journey Mapping.
Understanding your customers is no longer a luxury—it’s a necessity. While many businesses focus on sales funnels and marketing campaigns, the real secret to customer loyalty and growth lies in understanding the entire customer experience. This...