Consumer purchases aren\u2019t made in a vacuum. Which is why understanding all of the variables that precede actual purchases is the key to unlocking the consumer journey.<\/p>\n
\u201cThe idea that you go somewhere, you decide you want something, you make that purchase and then you\u2019re done is incorrect. Inherently it just doesn\u2019t make sense. It doesn\u2019t really exist in real life,\u201d says Whitney Fishman Zember, Managing Partner, Innovation & Consumer Technology, Wavemaker US.<\/p>\n
Wavemaker, the self-described media, content and technology agency is quite literally obsessed with deciphering the consumer purchase journey.<\/p>\n
\u201cYou\u2019re never not considering or thinking about something you may need or want to do, whether it\u2019s a week from now a day from now a month from now. There\u2019s always something top of mind and percolating,\u201d Zember explains in this interview with Beet.TV.<\/p>\n
Wavemaker\u2019s<\/a> approach is to \u201cflip the quote unquote funnel upside down\u201d and look at things through the purchase journey, according to Zember.<\/p>\n \u201cThere\u2019s active and there\u2019s passive stages, but the reality is that consumers are always in some state of the purchase journey.\u201d<\/p>\n Whether it\u2019s understanding, exploration, fact finding, making a purchase, reviewing a purchase, sharing a purchase, engaging in a purchase, \u201cThere\u2019s something that\u2019s always going on with a consumer with regards to brands.\u201d<\/p>\n The agency also takes a different view of technological solutions in a sort of cart-after-the-horse scenario.<\/p>\n