Think of the last time you decided to buy something online. Illustrate the process that led you to that purchase with the purchase funnel or the decision journey. Is there any part of the process that does not fit? If so, how would you conceptualize the process? What is the value of the purchase funnel or the decision journey?
When it some to online shopping, it’s something that comes to me naturally. I tend to do this even when I don’t necessarily have the money for it right now. I usually tend to only buy clothes online as I have a good idea of how the fit for clothes are. I don’t buy from websites that don’t have actual in-person stores. The reason behind this is because, one I don’t know how any of the sizes run and fit. Two because if something comes and I don’t like it or doesn’t fit, I don’t want to go through the hassle of shipping it back when I can easily to go their store to return or exchange. For bigger purchases such as electronics and such, I go in store to purchase them. When it comes to pricier items, I do all my research to find the best price and item. I don’t want to get my hopes up about something but then it comes and isn’t how it was described. Plus, if it’s electronics that I’m buying, I don’t want to wait another 3-5 business days just to get it. 🙂
In the book, Ashlee Humphreys describes both the purchase funnel and decision journey. Humphreys describe the purchase funnel as “a primarily rational decision process… where consumers do extensive information search before purchase” (Humphreys 192). “Decision journey model, purchases are not always so rational, and consumers can be triggered to buy something without much thought…” (Humphreys 194).
The last time I bought something online was just recently. Ever with COVID-19 and quarantine, I have had a lot of time to do some online shopping, with the lack of funds of course. But looking at how the book described both the funnel and the journey, it is something that I have been doing, and I didn’t even notice. The only time I do online shopping is when they have deals and savings. I specifically wait for when they have a % off and free shipping. Something that I do think is different for my personally is using both processes. I go in thinking, “I’m going to buy these 2 shirts and nothing else.” As I continue shopping and looking for these items, they also have the “customers also bought” section, which lures me down a whole new rabbit hole. I then come out with 5 items, 3 of which weren’t even planned. The last 3 that were spontaneous because it looked good with the 2 shorts, is something that can fall under decision journey.
From my understanding, it seems like they are two different process that happen asynchronous. I think that is something that can be seen differently. I believe that both process can happen together, possible even one after the other, like I have discussed. I think it is important to value both of these processes. There is good in doing research before buying anything online or in-store. But there is also good and excitement of buying things on the spot, spontaneously. It can be a surprise factor when you go back to show others like, “oh my good, look what I also got to go with this.” Sometimes the thing that you spontaneously bought can help or improve whatever you were buying in the first place. It all comes down to how you want your experience to be overall when shopping.
Humphreys, A. (2016). Social media: enduring principles. New York: Oxford University Press.
Juan Bonete 