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Related Experiment Videos

The customer has escaped.

Paul F Nunes1, Frank V Cespedes

  • 1Accenture's Institute for Strategic Change, Cambridge, Massachusetts, USA.

Harvard Business Review
|November 19, 2003
PubMed
Summary
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Modern customers navigate multiple sales channels, leading to "value poaching." Companies must shift from segment-based to behavior-based go-to-market strategies, designing cross-channel pathways for evolving buyer needs.

Area of Science:

  • Marketing Strategy
  • Consumer Behavior Analysis

Background:

  • Traditional go-to-market strategies relied on matching customer demographics to specific sales channels.
  • Customer loyalty was assumed within chosen channels throughout the buying journey.

Purpose of the Study:

  • To analyze the impact of proliferating customer channel options on traditional go-to-market strategies.
  • To propose a new strategic framework for companies to adapt to evolving buyer behaviors and channel proliferation.

Main Methods:

  • Analysis of contemporary customer purchasing patterns across diverse sales channels.
  • Examination of the phenomenon of "value poaching" where customers research in high-touch channels and purchase in lower-cost channels.

Main Results:

Related Experiment Videos

  • Customers are increasingly "unfettered," utilizing multiple channels at different stages of the buying process.
  • Value poaching is prevalent as customers seek optimal value and information across channels.
  • Sophisticated customers leverage information and technology to make advantageous purchasing decisions.

    • Conclusions:

    • Companies must transition from segment-based to buyer behavior-based go-to-market strategies.
    • Designing integrated, cross-channel pathways that cater to customer needs at each buying stage is crucial.
    • Businesses should focus on the value components within channels rather than rigid channel boundaries.