{
  "docId": "019dd923-5de0-76bd-a164-da4f883d382e",
  "docSlug": "cda148d61c938a6d",
  "documentTitle": "Digital Consumers of Tomorrow, Here Today: A SYNC SOUTHEAST ASIA REPORT",
  "authorId": "misc",
  "authorName": "Bain",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 53,
  "pageCount": 64,
  "prevPage": 52,
  "nextPage": 54,
  "slideType": "customer_journey",
  "function": "present_framework",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "References Bain's Digital Commerce Acceleration toolkit.",
  "elementsJson": [
    "headline_text",
    "numbered_list",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5de0-76bd-a164-da4f883d382e/53",
  "deckHref": "/decks/019dd923-5de0-76bd-a164-da4f883d382e",
  "deckJsonHref": "/decks/019dd923-5de0-76bd-a164-da4f883d382e.json",
  "deckAnchorHref": "/decks/019dd923-5de0-76bd-a164-da4f883d382e#slide-53",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "The phrase “research online, purchase offline” no longer applies. Discovery and decisions aren’t the only ones happening online; many transactions are, too.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-f958-7718-9d98-ac39ba51d404",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.75,
        "w": 0.45,
        "x": 0.5,
        "y": 0.14
      },
      "kind": "list",
      "text": "1. Discover: Understand consumer omnichannel shopping behaviour and activation through brand and customer marketing. These include promoting awareness, generating leads, and delivering superior brand and buying experiences.\n2. Search: Make it easier for consumers find a product through on-site search. This can be done through strategies that make products more visible and by showcasing ideal stock-keeping units.\n3. Consider: Provide the right combination of products and a tailored pricing strategy to boost conversion or shopping cart use.\n4. Buy: Enhance customer loyalty and relationships by improving the purchasing experience and gain insights from buying behaviour.",
      "attrs": null,
      "subkind": "numbered",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "472314ec-301e-4d3d-8aed-c14aeaa42bc2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.3,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "paragraph",
      "text": "The phrase “research online, purchase offline” no longer applies. Discovery and decisions aren’t the only ones happening online; many transactions are, too. It is no longer enough for companies to influence buying decisions online and then move back offline to close a sale. Companies should map the full customer journey online by transforming their marketing and channel mix to become omnichannel. Executing a digital commerce strategy means planning for the distinct phases of the consumer journey, as indicated in Bain’s Digital Commerce Acceleration toolkit:",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6bca3961-c6e9-40d7-8157-08c36617fae2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.3,
        "x": 0.05,
        "y": 0.14
      },
      "kind": "title",
      "text": "An omnichannel world needs a fully digital purchasing funnel",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fcaa20e0-44ad-449e-8e87-513a674aed58",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "customer-journey-map",
      "slug": null,
      "matchId": "ee8120aa-3ab6-41ff-80c2-3cfa5e99c765",
      "evidence": "The slide explicitly defines a 4-stage digital purchasing funnel as a consumer journey.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 64,
      "from": 41,
      "beatId": "4d06dec5-dfd4-4803-8686-7f66673800fd",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Action",
      "beatSlug": "monroes-sequence-action",
      "evidence": "Steering the future (p41-64)",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 54,
      "from": 52,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "51364dde-6c69-44fc-89f6-da804785f848",
      "evidence": "A fully omnichannel audience (p52-54)",
      "position": 1,
      "objective": "Explain the importance of going full with digital capabilities",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.6,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}