A purchase is more than a snap decision. When a customer buys your product or signs up for your service, it's because they have moved through a multi-stage process known as the shopper journey. Even last minute "impulse buys" are subtly influenced by this process. That's why it's vital to align your media strategy with the psychology behind the shopper journey.
When you understand what motivates shoppers, you can tailor your campaign – from digital marketing to print and out-of-home placements – to capture more consumer dollars and outshine your competition. A media strategy that is informed by the shopper journey builds resonance and drives growth. It makes your brand feel memorable and essential.
In today's article, we're breaking down the steps of the shopper journey so you can create campaigns that directly impact your customer's purchasing decisions.
Also known as the consumer journey or buyer journey, the shopper journey refers to the entire experience that customers have with your brand. It begins from the moment they first hear about you, then covers decision-making phases like research and comparison, all the way to the point of purchase and beyond.
But the path isn't always linear or timely. A customer might see a billboard for a brand, then a social media post or a digital display ad. They might research the brand on Yelp or Reddit later that evening. Then, finally, they make a purchase a few days later through a mobile app, or walk into a local storefront.
To navigate the complexity of the consumer journey and understand the shopper's behavior, marketers generally divide this process into four stages:
Customers can't buy your product or sign up for your service if they don't know who you are. That's why the first stage is simply about raising awareness for your brand. This is where "can't miss" advertising is most vital. In the awareness stage, prospects may not even realize they have a problem your product can solve. Your media strategy here should focus on high-impact, broad-reach channels.
During stage one, your goal is simple. Make sure as many people can hear about your brand as possible. That's where you'll utilize strategies like:
Once a consumer is aware of your brand, they move into the consideration phase. This is when they begin to research your products and services, compare competitors, and evaluate their options. The psychology shifts from "What is this?" to "Is this right for me?".
To keep shoppers on the path to buy your product, your media strategy must include assets that reflect the consideration phase and distinguish your brand from the competition. Create marketing assets that show how your products and services provide real value. This is an excellent time for a brand refresh if your current messaging feels stagnant or fails to stand out from the competition.
In the decision stage, the consumer is ready to buy. They just need a final nudge. At this point, ad placement and convenience are everything. Here's where you want to optimize your media strategy for conversion. Use strategic ad placement (both digital and physical or out-of-home), website optimizations, and content with clear Calls to Action to seal the deal.
If you successfully integrate the first three phases of the consumer journey, you'll win new customers and more purchases. But the journey doesn't have to end with the swipe of a credit card. When someone buys your product or service, it can be the start of an ongoing relationship.
Strong media strategies focus on what happens next, how customers feel after the purchase, how often they come back, and whether they tell others about the experience. When you invest in ongoing engagement instead of chasing one-off conversions, you give people a reason to stick around and become genuine advocates for your brand.
How can you turn one-time buyers into lifelong advocates of your brand?
To drive a successful buyer journey, your media strategy need to blend creative storytelling with thoughtful, well-researched placement. Every image, slogan, and ad location should service a purpose that aligns with at least one of the phases above.
When you think visually, prioritize accessibility, and choose the right platforms for your specific audience, you create an advertising ecosystem that is truly unmissable. This holistic approach not only boosts advertising effectiveness but also ensures your brand is there to guide the consumer at every step of their path.
Ready to elevate your media strategy and better understand your customers' behavior? Bloom Ads is here to help! From custom creative services to expert media buying, our team can help you reach prospects by mastering the customer journey. Get in touch with us today.