How food brands can better understand their customer journey with the help of Google's KPI framework
Understanding the customer journey in all its complexity can be very difficult. This is especially true for an industry like food & beverages, where most of all purchase decisions are still made offline, which means there is no possibility to measure the entire journey with data. Therefore, frameworks can help to get a better hold of what is important to the customers and which KPIs play a role at which stage. Today, we are taking a closer look at Google's “See-Think-Do-Care” framework and how you can use it for your food marketing purposes.
What does the See-Think-Do-Care framework look like for the food industry?
The basic principle behind this core framework is that the more people think about your brand in relation to any competition, the better this is for you, as the higher their likelihood of actually purchasing your product (instead of the competitor) when they are ready to buy. At the See and Think stage, you therefore need to make sure that you drive attention and awareness to your brand, whereas at the Do stage, ease of purchase is key, so the customer does not switch to the competition in the last second, simply because your product is not available. In the Care stage, being top of mind is very important again, as your customer is already preparing for the next shopping tour and should then, again, remember your brand.
What are relevant KPIs in the See-Think-Do-Care framework?
Google is looking at two types of KPIs that are important here: First, In-process KPIs, which is basically what you do/want to do in order to create a certain impact. For example, you want to reach a specific number of people to create awareness. Secondly, there are Output KPIs, which are the end result of what you would like to achieve.
See an example here:
As you can see, any customer journey is kind of a loop. Once you start attracting your customers and being top of mind in their decision making process, it is important to nurture the relationship and not let go of communication only because they have completed a purchase. The FMCG business is an incredibly fast moving industry (as the name implies) and brand loyalty is not always high. Make sure to stay in a good relationship with your customers and always give them something new, interesting and valuable to think or talk about when it comes to your brand.
If you would like to take an even closer look at Google´s framework, visit the Think with Google website for the full article by Johan Eriksson.
In case you need help with defining your customer journey, or want to talk about any other food marketing related issue you currently have, we are happy to receive your request at email@example.com.