Customer Purchase path

We decided to compare Marketing channels for Small and large business in the Beauty and Fitness industry in Franche and in the UK.

• For large businesses in the Beauty and Fitness industry in the UK, the customer Journey is longer and very different. Indeed, there is 9 channels before the purchase. Rather than, in France, for small businesses there is only 6 channels.

Then, there are some steps in the customer journey that don't appear in the second one. For instance, social, Organic search and display click do not appear for small businesses in France.

Besides,the organization is not the same. For large businesses in the UK, Organic and Generic paid search are working together at the same time and Email and Brand paid search also.
On the other hand, for small businesses in France, Referral, Generic Paid search and Brand paid search are working together and at the same time.

As a conclusion, we could analyse that it is more complex for large businesses in the UK to make the customer purchase as he has to pass by much more different steps than for small businesses in France.