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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 switching occurs. Gold Research worked with a global CPG client to understand […]
The post
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 create a more personalized and positive environment. 1. Awareness & Consideration (The Pre-Shopping Phase) 2. The In-Store Experien...