1. CUSTOMER DECISION JOURNEY
OBJECTIVE
To design a multi-channel digital marketing campaign for the client, Grainger, as they target a sales increase of Bosch
Power Tools by 10% on Grainger.com. The client wants the campaigns to focus on display advertising and email for this
project.
SCENARIO CDJ STAGE CONCERNS ANALYSIS
Scenario 1:
Audiences that
visit
Boschtools.com,
look at a power
tool (for
example a drill),
but do not visit
Grainger.com
Initial
Consideration
In this scenario this user is checking
different products and probably gathering
information about a specific tool.
Perhaps, they are checking
specifications before making a final
called. Another idea could be this is the
final user and they’re checking different
options so that the procurement
department can finally make a purchase
with all the compete information.
Customers like to be informed before
buying especially if they’re buying tools
for multiple projects.
Creating Brand Awareness is critical at this
stage so here some ideas to generate more
traffic to grainger.com and try to close sales:
1. Analyse how long a customer spends
browsing on boschtools.com.
2. Display ads where they show Bosh
tools being sold at grainger.com
3. Try to retarget users by offering a
register in Bosh data base and
newsletters email and share that info
with Grainger so the user can be
contacted with offers based on their
search.
2. Scenario 2:
Audiences that
visit
Boschtools.com,
look at a power
tool, and then
visit
Grainger.com,
log in to
Grainger.com,
and visit the
power tools
category
Active evaluation/
Loyalty Loop
Here we have 2 possibilities:
1. Customers who are evaluating the
brand and are about to make a
decision based on their own
research. Perhaps they have been
already contacted by any sales
representative.
2. Returning Customers who are about
to start a new project or replace old
equipment. Tracking the items, they
browse and the time they spend and
crossing that information with
previous purchases is key as we
could send personalized emails with
direct offers as well as additional
products that might complete their
purchase.
Possible Actions:
1. Brand Awareness/ Moment of purchase are
key on the CDJ as purchases are due to be
made. Personalized direct emails with offers
and discounts can be the final push these
clients need to complete their journey.
Analysing the time spend on the web and
tracking specific items they were browsing is
essential to have a global picture of what they
need. Also, we can cross reference
information and suggest additional products
as they objective is to increase revenue 10%.
2. We need to influence consideration by
displaying ads proving the advantages of
buying at gringers.com. Recurrent customers
are key to increase sales so we need to
influence their purchase by pushing offers
and discounts based on current browsing and
previous purchases.
3. If they left items in the shopping cart, we can
push notification via email remind them of it. If
a purchase is made, we need to go offer
follow up emails and post services offers as
vouchers so they become advocates.
3. Scenario 3:
Audiences that
visit
Boschtools.com,
look at a power
tool, and then
visit
Grainger.com,
log in to
Grainger.com,
and visit the
plumbing
category but not
power tools
Initial
Consideration/Active
Evaluation
In this case this might be final user
considering different supplies for
different products. We know as a fact
they were looking for power tools so
display ads with offers in power tools
could work to push for active
evaluation. Maybe we could check on
improving the sales process so that
they can return to grainger.com and
buy the power tools they were looking
at boshtools.com
Monitor the items is crucial as
recommendations can de suggested.
“In today’s decision journey, consumer-driven
marketing is increasingly important as customers
seize control of the process and actively “pull”
information helpful to them. Our research found that
two-thirds of the touch points during the active-
evaluation phase involve consumer-driven
marketing activities, such as Internet reviews and
word-of-mouth recommendations from friends and
family, as well as in-store interactions and
recollections of past experiences. (David Court,
2019)”
Push notifications and email for abandonment
carts will bring brand awareness and improve the
sales process.
If Active Evaluation is the current stage, Grainger
could display ads with offers and send digital
relevant content in regards the items from power
tools the user was visiting.
5. Bibliografía
David Court, D. E. (2019). The consumer decision journey. McKinsey Quarterly.
Word Count: 730 words approx..
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Retrieved from https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
