New-Family Vacation
-plans trips mostly during school holidays
-When packing takes into consideration: activities, weather, # of days for # of outfits, versatility, washable
-knows wil probably be checking suitcase
-sources for information: travel sites (jetsetter,travelocity, tripadvisor), SMEs, WOM
Awareness
After looking at the number of days and activity schedule, decides she needs a coverup to wear both on the boat and on the beach as well as a 'smart casual' dress for dinners
Goes onto pinterest and searches 'coverup', 'cruise', etc landing on the Tory Burch Beach Getaway Board on her desktop
Searches Tory Burch coverup on Google to see where can buy and Nordstrom pops up. Seeing the price of TB though she decides to browse navigating on Nordstrom to the Vacation Destination section where after scrolling through she sees Lilly Pulitzer product and decides she likes the colors and price point
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Consideration
She likes the striped Tradewinds Caftan as a coverup since it looks nice enough she could wear it to lunch but there aren't any reviews on Nordstrom.
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She hovers over the new arrivals category at the top of the page and sees there is a beach coverups and tunics category which she selects.
Selection
Scrolling through the category she lands on the Finisbury coverup-it looks versatile and easy. It also looks washable.
The reviews for the coverup are very positive taling about how great the pockets are, how absorbent the fabric is, and how its good quality.
She also notices all of them have said that the coverup runs large and notes that she would need to size down.
Purchase
She searches the return policy in the search bar and navigates to the policy. She figures out returns are $7 and she has 30 days.
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Usage
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She also begins to receive the Lilly Pulitzer email welcome series. She signed up as part of the checkout process. She's looking to see if she'll get any deals or offers.
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Loyalty
She wears the coverup by the pool and to lunch during her vacation. She loves how she doesn't need to change to go from pool to lunch and how absorbent the coverup is-its like a towel!
Referral/Advocacy
When she gets home she is pinning onto her pinterest vacation board and sees a LP product and pins it to her board remembering how great the Finsbury coverup was