A couple weeks ago, I shared that I was accepted for a photography class sponsored by Sears Grilling. We had last week off due to the holiday, but Week 2 began this week. The material discussed had to do with “Path to Purchase”.
If you have seen some of the Collective Bias posts I have done, you have noticed that there are lots of photos and descriptions depicting how the shopping experience went. This is basically what a path to purchase is. The post and accompanying Google+ albums show how a consumer shops, from the moment they walk into the store until they check out with their purchase – and sometimes even what they do with the items they bought.
As part of my course requirements for Week 2, I headed down to our local Sears store to do a sample path to purchase. Though I wasn’t actually buy anything on this trip, the practice of taking photos while shopping has helped me create a better story.
In your path to purchase, it’s important to notice the outside of the store, including any signage that catches your eye. It was really hard for me to get a clear photo of the store name due to the huge trees growing in front of it. At the door, I noticed an informational sign for the “Shop your Way Rewards” program that Sears offers its customers.
Once inside the store, I headed over to the grilling department. It wasn’t difficult to find, thanks to this large sign. A second sign saying “Grill It Up” on the back wall left no doubt that I was headed to the right place.
Upon entering the grilling center, I quickly noticed I had several options to choose from. It’s a good idea when creating a path to purchase to keep the background as de-cluttered as possible. However, it can be difficult to do this when there are so many products available! In this photo, there are so many things in the background that distract a viewer from looking at the red grill (which I love, by the way!).
However, this photo just showing the grill’s signage and price has less items behind it, so you can see exactly what to focus on. Signage plays an important role in a path to purchase story as it gives the viewer a great idea of what you are seeing as you shop in the store.
Based on the options and information we were provided, both from the sign as well as from a helpful Sears associate, I think my husband and I would choose the red grill out of all there were in the store. We love the color and the fact that it has a searing burner is cool too!
I am a member of the Collective Bias™ Social Fabric® Community. This shop has been compensated as part of a social shopper insights study for Collective Bias™ and Sears #CBias #GrillingIsHappiness. All photos and opinions are my own.