Passed on 7 April, 2025
3. Customer buying behaviours
This lesson will focus on how customers make purchasing decisions both online and offline, the factors influencing these decisions, and how you can optimise customer journeys for better engagement.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Compare online and offline shopping behaviours.Use the See, Think, Do, Care framework to map customer journeys.Identify trends shaping consumer behaviour.Understand key factors that influence buying decisions.
Learning objectives
By the end of this lesson, you’ll be able to:
Compare online and offline shopping behaviours.
Use the See, Think, Do, Care framework to map customer journeys.
Identify trends shaping consumer behaviour.
Understand key factors that influence buying decisions.
Offline vs online
Customers behave differently when shopping online versus in-store. Understanding these differences helps you to create a balanced experience across both channels.
Offline shopping
Offline shopping allows customers to physically interact with products, seek assistance from staff, and make decisions based on in-store displays or promotions. For example, a customer might visit several stores in a shopping centre to compare running shoes before making a purchase.
Online shopping
In contrast, online shopping relies on product descriptions, photos, reviews, and comparison tools. Customers value the convenience of online shopping, enjoying access to wider product ranges and competitive pricing.
Showrooming
Showrooming blends both shopping experiences. A customer might visit a store to try on running shoes, but later purchase them online for a better price. This behaviour demonstrates how online and offline channels complement each other, reinforcing the importance of a consistent experience across both spaces.
Customer buying behaviours
Customers often demonstrate the same behaviours when they’re thinking of buying something. Learning about these behaviours can help you to be a more effective marketer.
See, Think, Do, Care
The ‘See, Think, Do, Care’ framework focuses on understanding what customers are thinking at different stages of their buying process. It helps you decide what type of content works best for each stage. In the next lesson, we’ll look at the customer journey, which focuses on the steps customers take during the buying process.This framework is more about understanding their mindset. Movement between stages isn’t necessarily linear, nor at the same speed as other customers.
This framework is more about understanding their mindset. Movement between stages isn’t necessarily linear, nor at the same speed as other customers.
This framework is more about understanding their mindset. Movement between stages isn’t necessarily linear, nor at the same speed as other customers.
See
In the See stage, customers become aware of a need or desire, often through exposure to content or social interactions. Businesses aim to inspire potential customers with engaging, non-promotional content.Example:The customer comes across an influencer sharing their favourite running gear and routes on social media, and they feel inspired to start running.
Example:The customer comes across an influencer sharing their favourite running gear and routes on social media, and they feel inspired to start running.
Example:The customer comes across an influencer sharing their favourite running gear and routes on social media, and they feel inspired to start running.
Think
During the Think stage, customers actively research solutions to their needs. They explore product options, read reviews, and compare prices to find the best fit. You can engage customers with informative content and product comparisons at this stage.Example:The customer searches for ‘best running shoes for beginners’ and reads reviews and blogs.
Example:The customer searches for ‘best running shoes for beginners’ and reads reviews and blogs.
Example:The customer searches for ‘best running shoes for beginners’ and reads reviews and blogs.
Do
The Do stage is when the customer decides to make a purchase. You need to ensure the buying process is simple and seamless, with clear pricing and easy checkout options.Example:The customer selects a pair of running shoes and completes the purchase online.
Example:The customer selects a pair of running shoes and completes the purchase online.
Example:The customer selects a pair of running shoes and completes the purchase online.
Care
In the Care stage, you can maintain relationships with customers post-purchase by encouraging reviews, providing support, and building loyalty through follow-up interactions. This stage helps turn buyers into repeat customers and brand advocates.Example:The customer shares a picture of their new shoes on social media and leaves a positive review.
Example:The customer shares a picture of their new shoes on social media and leaves a positive review.
Example:The customer shares a picture of their new shoes on social media and leaves a positive review.
A closer look at the ‘Do’ stage
What drives customers to make a purchase? It often comes down to balancing the product's perceived benefits against its costs. Let’s explore the key factors that can influence buying decisions during this stage.
Key factors in customer decisions
The decision to purchase is shaped by several important factors. Understanding and addressing these can help improve success during the buying process.
Four Ps
The Four Ps – product, place, price, and promotion – play a critical role in a customer’s decision to buy.Product:Does the product solve the customer’s problem or meet their specific needs?Place:Is the product available through the customer’s preferred shopping channel, whether online or in-store?Price:Is the cost competitive and fair within the market?Promotion:Are promotions or incentives available to encourage the purchase?
Product:Does the product solve the customer’s problem or meet their specific needs?Place:Is the product available through the customer’s preferred shopping channel, whether online or in-store?Price:Is the cost competitive and fair within the market?Promotion:Are promotions or incentives available to encourage the purchase?
Product:Does the product solve the customer’s problem or meet their specific needs?
Place:Is the product available through the customer’s preferred shopping channel, whether online or in-store?
Price:Is the cost competitive and fair within the market?
Promotion:Are promotions or incentives available to encourage the purchase?
Right time
Customers are more likely to buy if the product is available when they need it. Timely availability, seasonal products, and special offers aligned with customer needs drive purchasing decisions.
Risk reduction
Customers are more likely to buy from a retailer when they feel reassured by warranties, guarantees, or return policies. These factors reduce perceived risks and increase confidence in the purchase.
Emotional connection
Emotional triggers play a powerful role in decision-making. Brands that evoke positive emotions through storytelling, community, or nostalgia increase their appeal to customers.
Changes in buying behaviour
This section explores the most impactful shifts shaping how customers engage with businesses today.
The evolution of customer behaviour
Customers’ buying behaviours are evolving due to changing expectations, technological advancements, and evolving values. Understanding these shifts allows you to adjust your strategies and effectively meet customer needs.
Convenience
Modern customers prioritise convenience. Fast shipping, easy returns, and flexible payment options have become essential for enhancing the shopping experience. Shoppers gravitate toward businesses that make transactions quick and hassle-free.
Every purchase tells a story
Reflecting on your customer persona's buying journey can reveal valuable insights into how you can engage customers at every stage. This activity helps you apply these principles to your business strategy, encouraging you to think like both a customer and a marketer.
✅ ActivityUse your customer persona to map out a buying journey through the See, Think, Do, Care framework. Consider how your persona would move through these stages – what influences them, what drives them to act, and how they engage post-purchase. This exercise will help you design strategies that resonate with your audience’s specific needs and motivations.Check the items off as you go.See: Identify the platform that first captured their attention.Think: Outline how they explored their options.Do: Specify what drove them to complete the purchase.Care: Describe how they engaged with your brand after buying.
Activity
Use your customer persona to map out a buying journey through the See, Think, Do, Care framework. Consider how your persona would move through these stages – what influences them, what drives them to act, and how they engage post-purchase. This exercise will help you design strategies that resonate with your audience’s specific needs and motivations.
See: Identify the platform that first captured their attention.
Think: Outline how they explored their options.
Do: Specify what drove them to complete the purchase.
Care: Describe how they engaged with your brand after buying.
Download PDF
Download PDF
Check your knowledge
Before moving on, take a moment to test what you’ve learned about customer buying behaviours.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 3
Which framework helps businesses map the customer journey?
SWOT (strengths, weaknesses, opportunities, and threats)
See, Think, Do, Care
SMART goals (specific, measurable, achievable, relevant, and timely)
Customer funnel
Submit
Submit
Yes.The See, Think, Do, Care framework helps map key stages of the customer journey.
The See, Think, Do, Care framework helps map key stages of the customer journey.
Question 2 of 3
What is a common behaviour called when customers try products in-store but buy them online?
Cross-selling
Upselling
Showrooming
Omnichannel browsing
Show Answer
Show Answer
Not quite.Showrooming occurs when customers try products in-store but make the purchase online.
Showrooming occurs when customers try products in-store but make the purchase online.
Question 3 of 3
What is a key advantage of providing personalised recommendations to customers?
It increases product costs.
It reduces shopping options.
It makes products harder to find.
It improves customer satisfaction and engagement.
Submit
Submit
Yes.Personalised recommendations increase customer satisfaction and engagement by making shopping more relevant. Do this through tailored emails, targeted ads, or personalised product recommendations on their websites.
Personalised recommendations increase customer satisfaction and engagement by making shopping more relevant. Do this through tailored emails, targeted ads, or personalised product recommendations on their websites.
Lesson complete
Great job!You’ve gained valuable insights into customer buying behaviour and how different factors influence purchasing decisions.Now, take the next step and explore how to map out the customer journey to better engage your audience at every touchpoint.
You’ve gained valuable insights into customer buying behaviour and how different factors influence purchasing decisions.Now, take the next step and explore how to map out the customer journey to better engage your audience at every touchpoint.
Now, take the next step and explore how to map out the customer journey to better engage your audience at every touchpoint.
Now, take the next step and explore how to map out the customer journey to better engage your audience at every touchpoint.