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Customer journey map

How to Design a Customer journey map for Physical and Online Stores

How many times have you lost interest in a product? You look at it, consider buying it, make the decision and go to pay… but then decide not to. Whether it’s online or in a physical store, this process happens every day in the retail world. How can we avoid this happening in our stores? By improving the customer journey.

In this blog post, we want to show you some simple steps for creating a customer journey map for your physical or online store.

1. Determine your “buyer persona”

When you imagine someone buying your product, who are they? How old are they? Are they male or female? What demographic group do they belong to? Your buyer persona is your ideal customer and the specific target for your product. This profile includes a list of socio-demographic characteristics that would make someone an ideal buyer.

Defining a buyer persona is an important task to consider before starting a business. However, this process can happen whenever you want to improve your customer journey design. If you are creating it from scratch, you should think about which profile interests you the most. You can also exploit data you collect with sensors and digital signage to help you define your ideal customer.

2. Understand what your target audience is looking for

Depending on your product, you may have to consider different buying processes for different objectives. For example, a product could be purchased for a customer’s personal use, or as a gift for someone else. This requires some statistical and data research, which can be done with some of the following procedures for physical or online stores:

  • Surveys/interviews with different targets
  • Market studies
  • Social media comments from customers
  • Customer feedback from various shopping platforms
  • Studies and personalized surveys on the shopping experience

3. Consider when, where and how customers come into contact with your brand and products

Customers come into contact with brands in many different ways, in different places, and through many different channels. In the same day, someone can read a newspaper article that mentions your product, hear a review of it on the radio, see an ad for it on TV and read a social media post about it. This is why it’s so important that each one of these channels is prepared to direct them to the product and convert them into a buyer in both physical and online stores.

To achieve this, you have to put yourself in your customer’s shoes while following your customer journey map. Where do I start? Where do I go? How do I get answers to my questions? How do I make a purchase? Where can I express my opinions about my purchase and the process in general? How can I make recommendations for friends and family? A customer behavior analytics system that works anonymously and respecting customer privacy is a huge asset for determining the steps of this journey, in both physical and online stores.

4. Identify customer touchpoints

Touchpointsare where customers come into contact with a brand. This can be online, such as through a post, banner, link or email, or in a physical store, such as through digital signage or interactive solutions.By today’s digital marketing standards, you should have at least 20 touchpointsto close a conversion.

Both qualitative and quantitative data is essential for finding these touchpoints. It is of the utmost importance to have the right informationso you can strengthen these touchpointsand better define each of their actions. This will bring you closer to more final sales.

5. Use design thinkingfor your customer journey mapto decide if you want to make adjustments or start over

When it comes to making adjustments and optimization, you have to ask yourself if it’s enough to make a few quick fixes, or if it’s better to start from scratch. Can you solve the problem with some minor adjustments, or do you need to start over?

This is when you should set up a design thinkingworkshop for creating the customer journey map. Call a meeting with members of the team to come up with innovative solutions that are doable, desirable and sustainable. The goal of these meetings is to find solutions that satisfy customer needs, but that are also economically viable and technically possible. Once you find the right solutions, you have to test them before putting them into practice.

6. Establish the appropriate KPIs for your objectives

KPIs (key performance indicators) are the data that lets you evaluate processes. When you ask retailers what their main KPI is, the majority will say conversions. When it comes down to it, everyone wants to sell more. If you make sales, it means you’re doing things right. But that isn’t always the case.

KPIs can vary according to many factors depending on each store and time of year, such as during Christmas or Black Friday. When creating your customer journey map, you should have systems in place that extract and analyze data while also automating KPI implementation.

7. Apply the customer journey mapto your business

Now it’s time to apply it to your business! Where should you start? Without a doubt, the best way is to find a technology partner that can digitize and automate the entire process. This way, you can have complete confidence that any business decisions are made based on real and up-to-date data.

Guiomar Fernandez