“Sooner or later, everything old is new again,” an observation by Stephen King that’s never been truer. David Sax, writer, reporter and author of The Revenge of Analogue goes on a detailed journey of why analogue – things such as records or paperback books – are making waves in the digital flood.
Understanding the customers’ path to purchase provides marketers and media buyers insight into the customers’ purchasing journey. Determining which media channel is most useful to the customer when making purchasing decisions tells us what media mix delivers the best sales outcomes. Consideration to the customers’ path to purchase provides invaluable insight.
Australia’s premier airline, Qantas, run a successful loyalty scheme – Qantas Frequent Flyer, which rewards members with Qantas Points that they can exchange for products and services at a number of outlets, including the Qantas Store.