Читать книгу Digital Marketing - Annmarie Hanlon - Страница 68

The online customer journey is the process customers take from searching for an item to concluding with a purchase. This occurs offline as well as online and it is usually considered as a linear process. According to Katherine Lemon and Peter Verhoef (2016), this is in three stages, as discussed here:

 Stage 1 – Pre-purchase, where customers interact with the brand. There is problem recognition, search and consideration which could include a login to LinkedIn to check out a sales associate or the managing director or a look at the company Facebook page to see what feedback is shared, or perhaps online searches on review sites.

 Stage 2 – Purchase, which concerns all customer interactions during the purchase: the online user experience, ease of purchase, delivery choices and confirmation of delivery if relevant.

 Stage 3 – Post-purchase, which, according to Lemon and Peter Verhoef, comprises behaviours such as usage and consumption – you bought it but did you use it? Did you leave a review? Sign up for the newsletter? Share the purchase with friends?