If you've read any of the blog posts that I've done for Collective Bias, you've probably noticed that they often have a Google + album linked to them, showing the path to purchase of the product I was buying. Path to purchase photos show the steps a consumer took when they purchased a product and the brand uses this information to improve the overall shopping experience. Path to purchase photos tell a story.
This week in my photography class, we took an in-depth look at the path to purchase process and the importance of the photos. I went to Sears and snapped a series of path to {almost} purchase photos for a new grill. {This week I'll actually purchase the grill!}
Want to walk through this path to purchase shop with me?
In addition to the shopping experience, path to purchase photos show pre-shopping preparation {I didn't have any this time but that might include a shopping list, internet research, or the quest for a recipe that will use ingredients you plan to buy}.
The outside of the store is important and I usually include a photo in my path to purchase stories. If the outside isn't enticing, people aren't as likely to go in. It's just common sense, right? I loved this entrance with the old logo above it.
When I entered the store, I went straight to the grilling section and looked at the selection of portable grills. We're really wanting to buy a portable grill that we can use on an upcoming beach vacation as well as camping trips or day trips to the lake. In a path to purchase shop, it's important to look at different competing brands, prices, location and layout of products, and the variety of options. It's all the steps we normally take when making a purchase.
This red grill was striking to look at but I was really unsure about the small size. It didn't seem realistic to grill for a family of seven on this cutie!
This one looked better ...
... and I was happy to see that Sears had one on display so I could see every feature and decide if this grill would suit our family. Path to purchase photos should give insight into a customer's thoughts while shopping and show the decision-making process.
Signage is also an important part of path to purchase photos. Are prices clearly marked ...
... is it easy to find what you're looking for ...
... is the signage attractive? Since working for Collective Bias, I've noticed that I pay far more attention to signs than I ever used to.
A path to purchase shop looks at the full shopping experience, not just documentation of the main item that the shopper was intending to buy. Photos should show what other items caught the shopper's eye ...
... what was appealing, and what else was purchased.
At the end of a path to purchase shop, thoughts and opinions are given about the overall shopping experience and the story is completed.
Have you ever done a path to purchase shop? What do you notice most when you're shopping?
If you like what you see, would you consider following me?
Great post and information!!
ReplyDeleteWhere are you taking a photography class? I've been wanting to take one. My rebel needs to be used the way it was designed to be used.
ReplyDeleteI swear I am falling in love with your pictures - so great looking
ReplyDeleteMy favorite shot is Cuisinart one! Great job!
ReplyDelete