![focus magic purchase focus magic purchase](https://i.ebayimg.com/images/g/kqIAAOSwy6lhA32-/s-l300.jpg)
This stage is one that has up until recently been rather neglected in the transition from in-store to online retail. The proliferation of options to meet a need, coupled with the accessibility of information through search engines such as Google and Baidu is eroding loyalty, opening doors to compete in the moment that consumers consider their options. Companies like Progressive are competing on the same insight in a very different way, by trying to push out competitors in the consideration moment with their price comparison tool. Tools like Amazon Dash buttons or Amazon subscribe & save attempt to cash in on this lack of interest by taking the thinking out of re-ordering, thereby preventing other brands from being considered. In many so called “low involvement” categories, consumers really don’t care which product or brand they use and are happy to switch. The trouble is that most consumers have very little time to think about the many brands vying for their attention. Creativity and money is poured into advertising to make a product or brand top of mind. Marketers have historically focused on getting their brands into the consideration sets of consumers with a need or desire. Let’s break down the customer journey and look at how retailers can optimize each stage. We have seen retailers and CPG companies succeeding in a world of Amazon by focusing a different moment in the retail journey in order to offer a memorable, differentiated, competitive customer experience. This was a major game-changer as early as 1999, but in the decades since, we’ve seen shopper archetypes expand beyond the buyer who simply knows what they want and wants to get it as quickly as possible. It was all about convenience, speed and efficiency, optimizing the experience for shoppers who want to get in and out as quickly as they can. For example, Amazon was early to optimize and ultimately own the “Buy” moment of the customer journey by famously patenting its one-click ordering system allowing consumers to buy without going through a digital shopping cart. In light of the changing landscape and evolving customer needs and expectations, companies are now doubling down on specific moments of the shopping journey, choosing to differentiate themselves on that step.