This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, presents a detailed illustration of the Customer Decision Journey specifically tailored for wine purchasing. It is structured into 2 main sections: the left side outlines the high-level stages of the decision-making process, while the center boxes detail individual customer behaviors along with the corresponding percentage of individuals engaging in those behaviors at each stage.
Starting from the "Origination" phase, the slide highlights various triggers that lead to the decision to purchase wine, such as low inventory or special events. The percentages indicate the prevalence of each trigger, with "Low inventory for basic meal" being the most significant at 50%.
As customers progress through the journey, they engage in "Event Research Planning," where they find and review articles or consult with partners. The behaviors here show varying levels of engagement, with "Find and review articles on websites" at 4% and "Discussion with spouse/partner" at 10%.
The slide also emphasizes the importance of "Identify Wine Parameters," where customers decide on specific details such as the type and quantity of wine. Notably, 75% of customers decide on the amount and budget at this stage, indicating a critical point in the decision-making process.
The right side of the slide illustrates the drop-off rates at each stage, revealing that 100% of potential customers start the journey,, but only 40% make it through to the final stages of selection and purchase. This information is crucial for understanding where potential customers may lose interest or become disengaged.
Overall, this slide serves as a valuable tool for understanding customer behavior in the wine purchasing journey, providing insights that can inform marketing strategies and customer engagement efforts.
This slide is part of the Organic Growth Framework (OGF) PowerPoint presentation.
This presentation is created by former McKinsey, BCG, Deloitte, EY, and Capgemini consultants. It is an emerging Growth Strategy framework that focuses on changing customer behaviors, instead of product differentiation.
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Growth Strategy Strategy Development Marketing Plan Development Customer Decision Journey
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