Connecting Customer Journeys
in Retail

There are many potential touchpoints before a purchase is made, such as:

• Social media — a brand’s social media can have an impact at any stage of the customer journey. As a tool for customer acquisition, retailers can use social media as an affordable advertising opportunity to target their audience. Not only does it help build brand awareness and reputation, but also helps to build relationships with influencers, other brands and customers.

• Company events — this is a great opportunity for commerce businesses to raise awareness of their products and services with customers, business leaders, and new partners.

• Word of mouth — one of the most impactful touchpoints is word of mouth. Customers will trust referrals from friends and family, so it’s an important area to focus on.

Not all touchpoints during the purchase stage will be applicable to all businesses. Here are some examples:

• Product catalogues — these can be digital or print media. These are great opportunities to showcase all your products in one place.

• Product reviews — some retailers will feature product reviews on their product listing pages. Customers can also explore product reviews at any stage of the customer journey, including when they shop in-store.

• Conversations with company staff members — this can occur in-store, over the phone, or through online chat software. These interactions can have an immediate effect on the customer’s experience.

• On-site personalisation — you can use what you know about customers to offer them specific promotions and show them what you know they will like.

• Abandoned basket campaigns — these are emails or digital paid ads that encourage a customer to complete a purchase. This can convert customers who were distracted during the checkout process.

The post-purchase experience is equally as important as the pre-purchase stage. 

Some of the following touchpoints might be identified in your customer journey:

• Subscription renewals —a smooth renewal process is key for businesses relying on their customers to renew subscriptions.

• Thank you notes — a personalised thank you letter is a great way to enhance customer relationships and build rapport.

• Product feedback surveys — a feedback survey is an effective way to make sure your customers had a positive experience. If you receive any negative feedback, this can be followed up so that you can learn more and rectify the issue.

• ‘You might also like’ prompts — recommending another product or service to complement a previous purchase can turn one-off customers into repeat shoppers. This is powered by artificial intelligence (AI), is useful for customers, and can boost your bottom line.

Once you’ve established the customer journey and touchpoints, you should turn this information into a visual representation. This will help your company as a whole understand how you interact with leads and customers, both online and offline. 

Many customers now consider their experience with a company as important as their experience with its products. So, if you want to improve your customers’ experience, you must first understand their journey with your brand.

Today, most shoppers expect connected experiences. And it can mean more than just customer satisfaction when done right. Connecting customer journeys across all touchpoints can help drive awareness and significant revenue.

Consumers expect consistency in their interactions with your brand across all platforms, including your website, a mobile app, social media, and brick-and-mortar stores, too.

Companies that focus on connecting customer journeys have an advantage over others in the retail space. But it can be easy for many to make assumptions about their customers. Ecommerce brands and retailers should shift their focus from how they want to sell to how their customers wish to buy. And to drive change, retailers must first understand the customer journey and use it to create positive experiences.