{"id":2410,"date":"2026-01-29T15:07:13","date_gmt":"2026-01-29T15:07:13","guid":{"rendered":"https:\/\/moresults.pt\/?p=2410"},"modified":"2026-01-29T15:43:12","modified_gmt":"2026-01-29T15:43:12","slug":"sobram-pecas-na-jornada-descontruir-a-utilidade-e-valor-nas-diversas-etapas-da-jornada-de-compra","status":"publish","type":"post","link":"https:\/\/moresults.pt\/en\/sobram-pecas-na-jornada-descontruir-a-utilidade-e-valor-nas-diversas-etapas-da-jornada-de-compra\/","title":{"rendered":"ARE THERE GAPS IN THE JOURNEY? Deconstructing the purpose and value delivered at each stage of the customer journey."},"content":{"rendered":"
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ARE THERE MISSING PIECES IN THE JOURNEY?<\/strong><\/h1>\n
Deconstructing the utility and value throughout the customer journey.<\/strong><\/h5>\n

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For years, attention was the primary objective for brands. This study reveals that we are witnessing a shift a rediscovery of relevance<\/strong> as the central pillar of the relationship between brands and consumers.<\/p>\n

Developed by MORE Results in partnership with Distribui\u00e7\u00e3o Hoje<\/a>, the study analysed how the perception of utility <\/strong>and value<\/strong> influences behaviours across every stage of the purchase journey: awareness, consideration, purchase, and loyalty. The main conclusion is clear: there are no missing pieces in the journey. The real challenge lies in knowing how to fit them together correctly.<\/strong>.<\/p>\n

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Awareness: less noise, more clarity<\/strong><\/h5>\n

In the awareness stage, consumers primarily value clarity, purpose, and an immediate response to a specific need.<\/strong>. Approximately 75% of respondents state that the initial impact occurs when the benefit is clearly understood. Creativity remains relevant, but it does not replace utility. Technology is only valued when it solves real problems, and sustainability has become an expected requirement \u2014 a \u201chygiene factor\u201d rather than a true differentiator.<\/p>\n

The way discovery happens also varies across generations: Generation Z relies heavily on algorithms, content creators, and social validation, while older generations continue to associate discovery with innovation.<\/p>\n

Consideration: a naturally phygital journey<\/strong><\/h5>\n

Consideration is now hybrid by definition. Consumers naturally move between digital and physical channels, combining convenience with emotional confidence. Online research, visits to physical stores, reviews, brand websites, and personal recommendations all coexist.
More than an excess of information, consumers seek trust (the more human side of the relationship with the brand), clarity, and the ability to compare.<\/strong>. When one of these elements fails, the brand loses relevance.<\/p>\n

Purchase: efficiency above all<\/strong><\/h5>\n

In the purchase stage, tolerance for friction is minimal. Queues, lack of human support, confusing systems, or unclear digital processes generate frustration and drive consumers away.
On the other hand, security, speed, transparency, and immediate confirmation<\/strong> are the main value drivers.
Generational differences persist: younger consumers readily adopt new payment methods, while older generations remain loyal to habits they associate with trust. Technology only creates value when it supports existing habits, not when it imposes change.<\/strong>.<\/p>\n

After-sales and loyalty: the relationship starts here<\/strong><\/h5>\n

The purchase concludes the decision, but it marks the beginning of the relationship. Post-purchase acts as the \u201cpre-sale\u201d of the next purchase.
Consumers expect three fundamental things:<\/p>\n