Marketing Strategy and Competitive Positioning pdf ebook

Figure 11.13 
The omnichannel purchase journey
Source : The omnichannel opportunity: Unlocking the power of the connected consumer, Deloitte 2014.
Awareness 
Learning about new
brands and products,
through advertising on
TV or online. 
Research 
Finding additional
information on product
details in stores, or
increasingly online and
through dedicated apps
Fulfilment
Obtaining the product:
collecting in store or
having it delivered directly 
Loyalty 
Engaging with the brand by
providing feedback or passing
on recommendations 
Across leading markets,
31% of smartphone owners
use their phone for
shopping-related research 
Over 20% of Europeans
follow brands on Facebook
or Twitter
Almost 40% of UK
consumers who have
bought online in the last
year have used click-and-
collect 
Across major European markets,
between 5% and 10% of online
spending is made via tablets and
a similar amount via mobile 
30% of UK and German
consumers actively engage
with retailers by posting
reviews or recommendations
online 
@
f
Purchase
Completing the purchase whether
in a store, online or through mobile

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CHAPTER 11 COMPETING THROUGH THE EVOLVING MARKETING MIX
11.5 
The extended marketing mix – people, processes and 
physical evidence 
11.5.1 People 
While important in any business, the quality, training and enthusiasm of the people 
employed in the organisation are absolutely critical to service businesses. Happy, skilled 
and motivated staff are far more likely to serve customers well and effectively, and establish 
an ongoing relationship that can be mutually beneficial. A number of factors are important 
in designing the staffing strategy: 
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