2. Pre-Commerce
Consideration: When considering different furniture options, mothers are looking for versatility and durability. She is looking for an option that will suit her needs, and her family’s needs, as well as an option that will be able to be used over a period of years. Through their interactive website, filled with videos to highlight the malleability of the Nugget, mothers can begin to truly consider the Nugget as an option. The only avenue for purchasing, Nugget’s website plays a huge role in the consideration stage of the customer journey. By displaying unique color combinations directly on the homepage of their website, they can easily appeal to different tastes. This stage is crucial for Nugget, especially since they conduct business online.
Evaluation: After considering the possibility of purchasing a Nugget, mothers will then proceed to evaluate the benefits and costs of the couch. They will compare the Nugget to other competitors, and will consider time, price, and reviews. Based off of our research, 48% of mothers research the products they intend to buy online, and 57% of them turn to mommy blogs for information. In order to aid in this specific step in the customer journey, Nugget should emphasize all of the positive aspects of their product to further differentiate themselves from competitors, including the ease of assembly of their product, its adaptability, and its uniqueness.
Customer Journey Map
3. Commerce
Purchase: Given that the target audience are more likely (58%) to do their shopping online. Once they decide to provide their family with an Offline sharing experience, they’ll go to the website www.nuggetcomfort.com and together with their kids, customize the nugget to their preferences. They can select from 15 pre-arranged combinations or choose between 8 different colors for the pillows, mattress and base.
Since the nugget is mainly sold through this website, a conversion is a complete order placed.
Customers value that all transactions are encrypted and all information is encrypted and secured.
They trust the brand to bring the family together
and enjoy each others’ company.
Experience: Customers receive the Nugget directly at their homes through trusted courier services such as FedEx and UPS. Because of the clear packaging they can see through it and realize they got exactly what they paid for without having to open the package. This increases trust and provides the customer with the relief of having made the right decision.
Post-purchase research is focused on ways to arrange and rearrange the nugget and how other families are using it.
After a long day of work, the mom comes home and see the kids playing safely with the nugget. She joins them and experience the nostalgia of simpler days where kids interacted with each other instead of with a screen. She smiles. The kids laugh.
1. Formulation
Awareness: Awareness is a critical phase for Nugget. As a recent start-up, it is critical for the company to simply achieve brand recognition and recall when considered amongst other furniture companies. The main target audience is recent parents, (particularly mothers), looking to purchase malleable furniture for their young children. This demographic receives the majority of their information online and through various forms of social media. It is important for Nugget to establish online presence in these forms of media. Additionally, awareness of the brand could be accomplished by reaching out to local youth hotspots in hopes that the children would tell their parents of the new furniture.
4. Post commerce
After consumers purchased the product, the Nugget should make sure they do the post-purchase service well such as opening forums on social media platforms to answer questions for consumers or answering inquiry phone calls actively. To build the loyalty with consumers, Nugget should try to prepare dealing with consumers’ complaints and helping them share their satisfactory experiences.
If they feel good about products, it is highly possible that they would love to recommended to other people and post their user experiences on Twitter or Facebook. Nugget has a hashtag #Dontjustsitthere for now, it could encourage consumers to use this hashtag, which is very efficient and powerful word of mouth. If consumers are not satisfied, Nugget has full refund and special service for that.
