A customer-journey map documents the customer’s emotions throughout the shopping experience.
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CUSTOMER JOURNEY
“I’m excited to cook something special for our friends tonight,
but I don’t want to spend all day preparing.”
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CUSTOMER JOURNEY
“We’ll finish shopping faster if we split up …”
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CUSTOMER JOURNEY
“… but it’s more fun if we shop together—so we’ll do a little bit of both.”
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CUSTOMER JOURNEY
“He takes forever to pick out vegetables. We don’t have all day!”
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CUSTOMER JOURNEY
“We can’t find two of the items on our shopping list,
so I guess we’ll have to ask a store employee for help.”
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CUSTOMER JOURNEY
“I’m picky about bread. It’s frustrating that the staff at the bakery
counter can’t explain the origin of the dough and the type of
flour they use to make this bread.”
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CUSTOMER JOURNEY
“Self-checkout is supposed to be faster, but this system
is not intuitive. The words and symbols on the screen
are confusing. What a waste of my time!”
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CUSTOMER JOURNEY
“We got a late start, and I wish the bread were better.
Oh well, we'll make the best of it.”
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CUSTOMER JOURNEY
— Recipes online and in app
— Option to create menu in app
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CUSTOMER JOURNEY
— Store map at store entrance
— Recommended shopping route,
based on items in shopping list, in app
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CLICK THROUGH THE
CUSTOMER JOURNEY
— Option for shoppers to share a shopping list
and check off items in real time in app
— “Gamification” (eg, app sets up timed competition)
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CUSTOMER JOURNEY
— How-to signage (eg, “How to choose a cucumber”)
— Digital shelves with information on product origins,
nutritional value, etc
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CUSTOMER JOURNEY
— Item locator online and in app
— “Help” button in app or in store to alert staff when
customer needs help
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CUSTOMER JOURNEY
— Master baker on staff
— Beacons and geofences (eg, shopper near bakery counter can
get more information about dough origins and flour types)
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CUSTOMER JOURNEY
— Option for payment in app
— Simple self-checkout by scanning or tapping phone
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CUSTOMER JOURNEY
— Request for customer feedback in app
— Coupons linked to shopping list offered in app
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Simplified customer-journey map,
illustrative example