Purchase Funnel & Circular Journey

AWARENESS

FAMILIARITY a need, a circumstance-changing

event, a piece of news or
Trigger information, a cultural shift - even
an advertisement
1
4 Post-Purchase CONSIDERATION Loyalty Loop
Experience social, review and reputation
resources customers consult online
Ongoing exposure
includes the experience with
the product or service, and
PURCHASE
information that may either
reinforce their choice or
Active Evaluation
conflict with it 3 2 Information gathering, shopping
social, review and reputation
resources customers consult online
Source: The consumer decision journey
- McKinsey Quarterly (2009)

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