Buyer Persona & The Buyers Journey

The Buyers journey consists of three main stages, these include:

1.     Awareness

2.     Consideration

3.     Decision/ Purchase

Awareness 

At this stage the buyer persona has a problem in that while Joanne enjoys a Chai Latte from her local cafe, she often is time poor. Joanne also has the problem of needing a healthy alternative to the sugar filled brands already in the market place.

The content goal at this point is to make Joanne aware of the Avalanche brand and more specifically the Sugar Free Chai product Avalanche has to offer.

Consideration

At the consideration stage it is important for Joanne to know that she can trust the brand and looks to see whether the brand has a good reputation as far as taste and quality is concerned. 

At this stage Joanne is also wanting to know the nutritional information of the product and whether it really  fits in with her daily dietary requirements.

A content goal at this stage is to make the potential buyer aware of any accolades to back its reputation. Avalanche have won several industry awards including the award for 'Supreme overall winner' at the New Zealand coffee awards. This would show the buyer at this stage of her journey that the brand can be trusted.

It is also important to have information on nutritional statistics for the buyer to make an informed decision from and would ultimately result in the buyer arriving at the Purchase stage.

Purchase

Once Joanne has been made aware of the Avalanche brand and its Sugar free offering and once she has learned of the bands reputation she feels ready to make a purchase. At this point, Joanne is looking for stores where she can purchase or an online option for purchasing – whichever is easiest. Free shipping is also a favourable add on.

At this point of the buyers journey Avalanche would look to advertise free shipping when ordering from their website, or a discount for customers ordering multiple units.