The need for brands to adopt an omnichannel marketing approach is well apparent, as customers live in the digital space and are constantly on the go. Consequently, the variety of channels and media used by shoppers to connect with brands makes it challenging to map a shopper’s journey, as the starting point could be unintentional and/or solely based on convenience to the shopper at the time. The following tips may help marketers develop a better understanding of the purchase path possibilities.
Tip 1: Experience the journey yourself
Conducting research and speaking with customers allows marketers to better understand the shopping journey, but don’t stop there! Put yourself in the shoppers shoes by actually experiencing the journey yourself. Think about what would trigger the shopper’s need and how you might respond. Where would you start?
Take note and reflect on every part of your experience, including roadblocks, areas for improvement and your emotional reactions. Perhaps most importantly, pay attention to how easily you were able to fulfill your need.