Digital Darwinism: Understanding customer behavior, a study of the Belgian consumer and his touchpoints. STEPHANE VERBRUGGE

1. 11
STÉPHANE VERBRUGGE
MEDIA COMMUNITY MANAGER - BPOST

2. Which touchpoint has the most impact on
the purchase decision?
Insight on touchpoint efficiency
21 categories
2Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
REVERSE ENGINEERING
IN PURCHASE JOURNEY
21 categories
6.589 purchases
35.000 user touchpoints
35 different touchpoints

3. 9
91%
of purchase decisions
across all industries
are still made offline.
3
ONLINE & OFFLINE
40%
ONLINE ONLY
9%
OFFLINE ONLY
51%
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012

4. Number of times used per 100 purchases, end-to-end
REPRESENTATIVE
E-MAIL
LETTERBOX
E-MAIL TO COMPANY
CALL TO COMPANY
WEBSITE
STORE VISIT
SEARCH
14%
26%
40%
6%
13%
30%
30%
38%
4Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
with 40% the letterbox is the
touchpoint with the highest
reach-to-sales.
OUT OF HOME
SOCIAL MEDIA
CINEMA
RADIO
WEB BANNERING
B2C CALL
PRESS
TV
REPRESENTATIVE
4%
3%
1%
5%
8%
9%
12%
14%
14%

5. Three customer groups can be distinguished,
each relying on different channels.
30%30%
42%42%
OFFLINER
Purchases and learns about products
mostly via traditional channels.
2. Letterbox
1. Store visit
3. Representative
TOP 3
ONLINER
Purchases online and learns about
brands / products mostly online.
2. Website
1. Search
3. E-mail
TOP 4
5
28%28%
42%42%
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
3. E-mail
4. Letterbox
ROPO
(RESEARCH ONLINE, PURCHASE OFFLINE)
Purchases offline using info
collected through online channels.
2. Website
1. Search
3. Letterbox
TOP 3

6. Number of times used per 100 purchases
SEARCH 22%
All digital paid media
together reach 55%
DIGITAL PAID1
55%
6
WEBSITE 17%
E-MAIL 12%
WEB BANNERING 2%
SOCIAL MEDIA 1%
Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
1 Digital Paid: Includes B2C email, search, social media, and Web bannering

7. A combination of
search and letterbox
22
+80%
39
Letterbox is
the only offline
touchpoint that
performs better
than email when
combined with
+
Number of times used per 100 purchases
Combining letterbox
with search increases
search’s impact by
+80%
27
25
32
combined with
search
+
+
+
7Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012
+

8. Get inspired by more insights
and cases…
8
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