Hilltop Roasters
Rank 3 of 8 by BARCoffee chains, Malaysia. Base n = 312.
Hilltop Roasters customer path
Percent of all respondents at each of the five stages
Conversion between stages
Black line marks the category average of 8 brandsAware to Appeal
Category avg 81.4% (+3.2 pp)
Appeal to Ask
Category avg 67.9% (+0.7 pp)
Ask to Act
Category avg 115.4% (-55.8 pp)
A Trumpet brand is recommended by more people than buy it, so a low Commitment is the shape's own weak point and is the right thing to work on.
Act to Advocate
Category avg 76.4% (+73.6 pp)
Overall ratios
- PAR
- Purchase Action Ratio, Aware to Act
- BAR
- Brand Advocacy Ratio, Aware to Advocate
Category average BAR is 0.42 and PAR is 0.57. BAR is the ranking metric used by WOW Brand.
Shape diagnosis
Trumpetindication, not a verdictMore people would recommend this brand (26.9%) than have bought it (17.9%), so Affinity stands at 150.0%.
Lowest ratio
Commitment 59.6%
Ask to Act
Priority for this shape
Commitment
Omnichannel Marketing
A Trumpet brand is recommended by more people than buy it, so a low Commitment is the shape's own weak point and is the right thing to work on.
What to work on next
Tactic named in the source
Omnichannel Marketing
Marketing 4.0, chapter 10, PDF p. 159. Part III of that book maps one chapter to each of the four conversion ratios, so this pairing comes from the source rather than from a template.
MarkPlus coaching modules
- Customer Journey
- Sales & Channel Strategy
Why this brand, and why now
Commitment sits at 59.6% against a category average of 115.4%. Closing that distance is the single change that moves BAR the most for this shape.
See the growth path