Customer journey analysis : Determining which touchpoints have the largest effect on customer decisions in FMCG

Abstract

Companies operating within the FMCG industry are always battling for the consumers’ attention, even harder than ever before with the use of social media today. It is important for companies to know their consumers’ customer journey, in order to use their marketing resources in an efficient manner and influence the consumers in a way that they become loyal consumers. The aim of this study was to establish which touchpoints have the largest effect on customer decision making, which would result in more targeted resource allocation.

Due to the nature of the FMCG industry, the typical customer journey did apply directly. Smaller steps, including information search were not present as the products are considered rather affordable and don’t warrant excess research time from the consumers. The largest effects came from packaging, including the etiquette, but also combined with the taste experience or there would be no repeated purchase. Value based brand marketing and peer marketing were significantly more influential than traditional brand marketing that is aimed at the masses.