DCMO Series: 9 Path to Purchase Questions for VP of Transportation

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This May, Compete will head to Miami, FL to host the tenth annual Digital CMO Summit. The event brings marketing leaders together to explore and discuss the digital forces transforming their businesses. With a mix of formal and informal sessions, it provides an unparalleled opportunity to connect with and learn from top executives in advertising, marketing, and media.

This year’s theme is “Path to Purchase.” We’ll be discussing the consumer’s path: a path that is becoming more complex with increasingly fragmented audiences, shifting consumer behaviors and attitudes (many of them subconscious), and even more connected devices. It’s a chaotic, multifaceted journey for marketers to understand, and we’ll spend two days sharing and discussing key insights with industry peers.

Previously, our CMO, Stephen DiMarco, shared his answers to Compete’s 9 Questions on the path to purchase. This week, Lincoln Merrihew, our Vice President of Transportation shares his answers. Enjoy!

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Name: Lincoln Merrihew

Title: VP, Transportation

Company: Compete

Location: Boston

1. What’s the most interesting purchase you’ve made in the last 60 days?

All three seasons of Gilligan’s Island on DVD.  My three kids (ages 7-12) love that show. They know the actors’ names, can sing the theme song, quote lines. We used to watch episodes on YouTube but whoever owns the rights pulled them, and those links now redirect to Amazon.

2. Next month you need a birthday gift, when can we expect to see you buying it?

Depends on where recipient lives. Local: probably in a store, about a week ahead.  Distant: online, maybe two weeks ahead to allow for shipping time.

3. If overnight shipping were free, would you order a car online?

Maybe—but still have to see it in the flesh at some point first (color, content, cool-factor) and also find out what I’ll get for my trade-in.

4. How much time is too much time to spend inside a mall?

More about each store—about 20 minutes max per store—in and out. Requires lots of up-front planning. The exception is Lowes.

5. If your company had unlimited funds what’s the first thing you would invest in for 2013?

Truly global reach, including data, people and products, with behavioral norms across the earth.

6. Fill in the blank: I blaze my own path by _________.

Mercilessly sharing my own brand of askew humor. I just crack myself up.

7. Do you prefer the direct route or scenic drive?

Life is what you make it: any route can be scenic if your eyes are open.

8. Shopping in South Beach…can’t wait or a perfectly good waste of sunshine?

Shopping’s not really my bag, other than online. But hearing the waves, seeing the sand, watching the people, tasting the cuisine—that’s all good fun.

9. Give us one parting thought on the current consumer path to purchase.

For every one company trying to direct a consumer to buy its product or service online, there are 99,999 others trying to redirect them to theirs.

About Clayelle Wolf:
Clayelle Wolf is a Marketing Consultant at Compete, focused on special projects concerning the complex and ever-evolving consumer path to purchase. Before joining the team, she worked in the advertising space. She lives in Boston and enjoys exploring all the city has to offer. Connect with Clayelle on LinkedIn.