TorchMedia | INSIGHTS


The twisted path to purchase

09 Jun 2011, Posted by TorchMedia in Blog

The path to purchase has long been an important concept used by shopper marketers to track and influence consumers’ choices. But is it the straight, neat route that we’d like to imagine? Or is it a more twisted mess of detours and wrong turns than the back alleys of Venice? Fortunately, it’s probably not as bad as that, but according to this interesting article we’ve long been oversimplifying the concept. Indeed, the article – by Jonathan Dodd of Grey’s brand commitment agency…