{"id":172,"date":"2012-09-30T18:07:45","date_gmt":"2012-10-01T02:07:45","guid":{"rendered":"https:\/\/blogs.ubc.ca\/janiceloh\/?p=172"},"modified":"2012-10-22T20:57:45","modified_gmt":"2012-10-23T04:57:45","slug":"3-olay-products-in-the-consumer-decision-making-journey","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/janiceloh\/2012\/09\/30\/3-olay-products-in-the-consumer-decision-making-journey\/","title":{"rendered":"Olay Products in the Consumer Decision Making Journey"},"content":{"rendered":"

Last week, I came across an interesting reading article about the consumer decision journey<\/a>. The article talks about how the consumer decision journey is starting to change. In the past, the traditional way to gain the loyalty of customers might start from awareness, familiarity, consideration, purchase and then loyalty. But now, there are four primary phases representing potential battlegrounds where marketers can win or lose \u2013<\/p>\n

1)\u00a0\u00a0\u00a0\u00a0\u00a0 initial consideration<\/p>\n

2)\u00a0\u00a0\u00a0\u00a0\u00a0 active evaluation, or the process of researching potential purchases<\/p>\n

3)\u00a0\u00a0\u00a0\u00a0\u00a0 closure, when consumers buy brands<\/p>\n

4)\u00a0\u00a0\u00a0\u00a0\u00a0 postpurchase, when consumers experience them<\/p>\n

\"\"<\/a>
Source: Mckinseyquarterly.com<\/figcaption><\/figure>\n

As I ponder about the consumer package industry, I thought about how P&G Olay products are a great example of how they are tailoring their offerings to the current needs when a consumer makes a decision. Through Olayforyou.com<\/a>, P&G provides credible consultative advice for consumers without them having to leave their home. P&G understood the frustrations women faced in having to choose a suitable skin product, and invented a streamlined way to connect with consumers online. The site\u2019s narrator walks a customer through a series of engaging questions about her skin and from analyzing the customer\u2019s responses, the system quickly assembles a tailored set of recommendations for a regime that is designed to meet one\u2019s age and stated desires.<\/p>\n

Specifically, I feel that by creating a unique shopping experience in the \u2018active evaluation\u2019 stage, Olayforyou.com has naturally won customers over in the closure and postpurchase stages. By giving personalized recommendations, P&G is minimizing customers\u2019 research time and directing them to what they want, yet giving them a range of options suited to their skin. With customer reviews about the products, this increases customers\u2019 confidence in a product during the closure stage. And when consumers experience the product, they can always \u2018share\u2019 their experience with their friends. Since this is an \u201conline\u201d experience, sharing becomes more transparent \u00a0\u2013 others can look at the reviews of other customers or try the shopping experience themselves.<\/p>\n

With increased satisfaction and better experience, P&G does see an increase in their equity scores and better loyalty to the brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

Last week, I came across an interesting reading article about the consumer decision journey. The article talks about how the consumer decision journey is starting to change. In the past, the traditional way to gain the loyalty of customers might start from awareness, familiarity, consideration, purchase and then loyalty. But now, there are four primary […]<\/p>\n","protected":false},"author":5518,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-172","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/172","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/users\/5518"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/comments?post=172"}],"version-history":[{"count":14,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/172\/revisions"}],"predecessor-version":[{"id":217,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/posts\/172\/revisions\/217"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/media?parent=172"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/categories?post=172"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/janiceloh\/wp-json\/wp\/v2\/tags?post=172"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}