The Role of Digital in Path-to-Purchase

An agency and its client sought to understand pet owners’ digital media engagement and mobile behaviors related to pet food and treat purchase decisions. As previous research indicated pet owners do not trust brand websites, the agency wanted to explore owners’ use of online and mobile tools and resources to inform upcoming digital strategy and advertising.

APPROACH

W5 conducted online quantitative surveys among target cat and dog owner segments to identify online and mobile behaviors on the path-to-purchase for dog and cat food and treats. The custom surveys included specific lines of questioning around in-store mobile use and the impact of mobile devices on purchasing experiences, but also gauged overall adoption of mobile devices and usage of online services.

RESULTS

Understanding consumer technology adoption and how each segment engaged in the category online and on mobile devices informed the agency’s strategic communications. Exploring the differences between target segments’ online and mobile purchasing behaviors allowed the agency to focus on specific elements of its digital advertising and online presence (web, social media, etc.) to deliver the type of information target segments desired.