The customer journey: David Jones and BP
We look at how the smart cookies over at David Jones and BP have really honed in on the first 3 stages of the customer journey to raise the profile and ultimately the sales of the David Jones foodhall.
TRANSCRIPT – BRANDING BEFORE BREAKFAST EP42
Hi. This week I really want to talk to you about the customer journey. So for our clients, we map out a customer journey across five stages. And that’s awareness through to consideration, purchase, service and then loyalty.
Back in August, my colleague Jodie talked about the fact that David Jones had a new partnership with BP Service Stations and that’s now in play. And I think this is really interesting across those first three stages of the customer journey. Awareness, consideration and purchase. So in embedding the David Jones Food Hall into the BP Service Station stores, they bring awareness to a whole range of consumers who may never have stepped foot in a David Jones store.
Next, you’ve got consideration. It’s strange when you’re in a BP and you’re used to the kind of products that they’re giving you to see a high-end food offering. You might not be ready to make an impulse buy on something that may be a good few dollars more than you normally pay. But you do start to consider it. You might think, “hmm I’ve got this event at the weekend. I might treat my girlfriend, my boyfriend, my wife, my husband and I’ll go into David Jones and I’ll buy it there and then get the real experience rather than being in a BP store.
And then finally you’ve got purchase. So for those who are comfortable with the David Jones Food Hall offering, how awesome is it that you can then get it on your way home? After a really busy day, you pull in to get your petrol – my most hated thing to do – and you actually get to buy yourself a gorgeous, tasty meal as well. And it sits right in that sweet spot of those busy consumers who want to treat themselves because they are so busy, but also want to be healthy and want to eat well. And there is the David Jones Food Hall ready and waiting for them on their journey home.
So have a think about where you can contact your consumers. Where you going to have the biggest impact and how it’s really going to ease a pain point for them. That’s it for me. Time for brekkie.
Written by: Jo Whelan
Published: February 25, 2020