What\u2019s Customer Journey and what value it has on your store?<\/span><\/h2>\nSometimes the relationship between a customer and your brand is more important than the product which you\u2019re selling. It\u2019s simply because in the modern world, they can buy this very same product at a similar price elsewhere. That is why, not only the product is a decisive factor for the customer, but also the bond which they developed with the store. The interactions between the store and a customer cannot be restricted to purchase-based only. It\u2019s important to consider earlier experiences that the customer has experienced during the interaction with the brand. This includes contact while shopping for a product and the after-sales service, i. e. informing the customer about delivery or refund and reclamation process.\u00a0<\/p>\n<\/span><\/p>\n
These types touchpoints with the customer and the feelings they have while interacting with the store is what builds the customer journey. You could say that it\u2019s a customer\u2019s journey path through any store, be it online or offline, which includes any relations and interactions between a customer and a brand \u2013 before, during, and after making a purchase. It allows the seller to better understand the customer needs, expectations and feelings in each phase of the buying process.<\/span><\/p>\n<\/span><\/p>\n
Why is it so important? Certainly, you have had an experience of leaving a shop empty-handed, frustrated by either: lack of the wanted product, unprofessional service or complicated payment procedure. A study conducted by retailtouchpoints.com revealed that 96% of shoppers had left a store empty-handed at least once in their life <\/span>(Retailtouchpoints.com, Study Reveals Why 96% Of Shoppers Leave Stores Empty-Handed)<\/span>. The main reason for it is the lack of the searched product. Happily for us, there is a way to prevent these situations. You have to carefully analyse the shopping path of your average customer, improve the most valuable touchpoints and, most importantly, simplify the product searching process. A conjoined study by LBMA and Oriient shows that this kind of overhaul can help you increase your sales even by 3-5% (<\/span>LBMA\/Oriient Whitepaper \u2013 Recovering Lost Revenues in Retail with IndoorGPS)<\/span>.<\/span>
\n<\/span><\/p>\nCustomer Journey Map<\/span><\/h2>\nIn the quest of sales improvement a customer journey map can be helpful. It\u2019s a visual mapping of how customers move around your store. It even contains the various lines of communication and people sharing information with them. The customer journey map aims at precise analysis of what store areas can be improved or simplified and ultimately encourage the customer to finalise transactions. It also helps in singling out the spots, which can lead to customer\u2019s retreating from purchases, and then improve them so the situations like that don\u2019t arise.\u00a0<\/span><\/p>\nA customer journey map can be created in many different ways. You can approach it schematically, plan out the whole process, present it with tables or graphs, put it on a timeline or in any other way that suits you. You ought to remember, though, that the map has to take into account every moment of the shopping journey and the customer\u2019s possible reactions when interacting with the brand.<\/span>
\n<\/span><\/p>\nHow to improve Customer Journey?<\/span><\/h2>\nFirstly, think about what\u2019s interesting from the customer\u2019s viewpoint. In the times of global pandemic the shoppers\u2019 habits, both online and offline, have changed dramatically. They\u2019ve become more aware and demanding. What can we do about it?\u00a0<\/span><\/p>\nSwift journey through the store<\/span><\/h3>\nFast and contactless shopping has become a priority in the traditional stores and the online ones. This aims to prevent prolonged presence in stores and interactions with personnel and other customers. How can we achieve this? You can introduce limits for the number of people that can stay in a given area for a given time. However, this is not an ideal way out. <\/span>
\n<\/span>A more innovative solution would be to use a mobile app. Based on the premade shopping list and localisation it could show the customer the shortest path to the products they want.<\/span><\/p>\nThis is called IPS \u2013 Indoor Positioning System. It\u2019s a software or a multi-device network that helps localise people and object in places, where GPS and other satellite-based systems do not function as well or at all. This is the case for multi-story buildings, indoor premises and underground parking lots. By using IPS you can help your business to connect online and offline experiences \u2013 assuring the customers achieve all-dimensional satisfaction.<\/span>
\n<\/span><\/p>\nOmnichannel experience<\/span><\/h3>\nProviding multi-channel experience is incredibly important during improvement of the customer journey in a store. This can be achieved through implementation of a modern website and a mobile application. What\u2019s more, the app can affect the offline store, as well, thanks to the utilisation of AR (augmented reality) and Marketing Automation.<\/span><\/p>\nThe augmented reality is about installing a second \u201clayer\u201d of enhanced world elements on the existing real-world environment in real time. This layer can be added via mobile app and seen through the smartphone\u2019s camera. For example, it can be a set of arrows pointing a path leading to the searched product. This can be a tool advertising other products or even other shops that the customer might find interesting.\u00a0<\/span><\/p>\nThe marketing automation on the other hand, as the name suggests, allows to automatise processes which take up the precious time of the seller. This includes: creation of advanced sales reports, managing personalised offers and conversion measuring.\u00a0<\/span><\/p>\nA curious example of how AR and MA can work together and with other technologies is marketing communication based on the customer\u2019s localisation. How does it work? Geofencing and IPS collect data about the buyer, who approaches a store or shelf in the store. The MA system converts this occurence and a notification about a product or a store is sent to the customer. This can be sent via mobile app as well as text message, push notification, instant messaging app or e-mail.<\/span><\/p>\nThe efficiency of this solution has been proven; Oriient conducted a study which shows that proximity notifications based on the customer localisation increase conversion by 400%, which translates to 2-5% of the profit growth (<\/span>LBMA\/Oriient Whitepaper \u2013 Recovering Lost Revenues in Retail with IndoorGPS)<\/span>. What\u2019s more, Geofencing and IPS offers positive experience not only to the customers, but also to the store owners. In traditional stores, they can provide data of the customers movement patterns, congestion spots, areas with zero interests, popular products, etc. It\u2019s possible thanks to devices measuring the amount and frequency of the customers movement and actions. This can help in better positioning of products and, therefore, increase their sales.\u00a0<\/span><\/p>\n
<\/span><\/p>\n
These types touchpoints with the customer and the feelings they have while interacting with the store is what builds the customer journey. You could say that it\u2019s a customer\u2019s journey path through any store, be it online or offline, which includes any relations and interactions between a customer and a brand \u2013 before, during, and after making a purchase. It allows the seller to better understand the customer needs, expectations and feelings in each phase of the buying process.<\/span><\/p>\n <\/span><\/p>\n Why is it so important? Certainly, you have had an experience of leaving a shop empty-handed, frustrated by either: lack of the wanted product, unprofessional service or complicated payment procedure. A study conducted by retailtouchpoints.com revealed that 96% of shoppers had left a store empty-handed at least once in their life <\/span>(Retailtouchpoints.com, Study Reveals Why 96% Of Shoppers Leave Stores Empty-Handed)<\/span>. The main reason for it is the lack of the searched product. Happily for us, there is a way to prevent these situations. You have to carefully analyse the shopping path of your average customer, improve the most valuable touchpoints and, most importantly, simplify the product searching process. A conjoined study by LBMA and Oriient shows that this kind of overhaul can help you increase your sales even by 3-5% (<\/span>LBMA\/Oriient Whitepaper \u2013 Recovering Lost Revenues in Retail with IndoorGPS)<\/span>.<\/span> In the quest of sales improvement a customer journey map can be helpful. It\u2019s a visual mapping of how customers move around your store. It even contains the various lines of communication and people sharing information with them. The customer journey map aims at precise analysis of what store areas can be improved or simplified and ultimately encourage the customer to finalise transactions. It also helps in singling out the spots, which can lead to customer\u2019s retreating from purchases, and then improve them so the situations like that don\u2019t arise.\u00a0<\/span><\/p>\n A customer journey map can be created in many different ways. You can approach it schematically, plan out the whole process, present it with tables or graphs, put it on a timeline or in any other way that suits you. You ought to remember, though, that the map has to take into account every moment of the shopping journey and the customer\u2019s possible reactions when interacting with the brand.<\/span> Firstly, think about what\u2019s interesting from the customer\u2019s viewpoint. In the times of global pandemic the shoppers\u2019 habits, both online and offline, have changed dramatically. They\u2019ve become more aware and demanding. What can we do about it?\u00a0<\/span><\/p>\n Fast and contactless shopping has become a priority in the traditional stores and the online ones. This aims to prevent prolonged presence in stores and interactions with personnel and other customers. How can we achieve this? You can introduce limits for the number of people that can stay in a given area for a given time. However, this is not an ideal way out. <\/span> This is called IPS \u2013 Indoor Positioning System. It\u2019s a software or a multi-device network that helps localise people and object in places, where GPS and other satellite-based systems do not function as well or at all. This is the case for multi-story buildings, indoor premises and underground parking lots. By using IPS you can help your business to connect online and offline experiences \u2013 assuring the customers achieve all-dimensional satisfaction.<\/span> Providing multi-channel experience is incredibly important during improvement of the customer journey in a store. This can be achieved through implementation of a modern website and a mobile application. What\u2019s more, the app can affect the offline store, as well, thanks to the utilisation of AR (augmented reality) and Marketing Automation.<\/span><\/p>\n The augmented reality is about installing a second \u201clayer\u201d of enhanced world elements on the existing real-world environment in real time. This layer can be added via mobile app and seen through the smartphone\u2019s camera. For example, it can be a set of arrows pointing a path leading to the searched product. This can be a tool advertising other products or even other shops that the customer might find interesting.\u00a0<\/span><\/p>\n The marketing automation on the other hand, as the name suggests, allows to automatise processes which take up the precious time of the seller. This includes: creation of advanced sales reports, managing personalised offers and conversion measuring.\u00a0<\/span><\/p>\n A curious example of how AR and MA can work together and with other technologies is marketing communication based on the customer\u2019s localisation. How does it work? Geofencing and IPS collect data about the buyer, who approaches a store or shelf in the store. The MA system converts this occurence and a notification about a product or a store is sent to the customer. This can be sent via mobile app as well as text message, push notification, instant messaging app or e-mail.<\/span><\/p>\n The efficiency of this solution has been proven; Oriient conducted a study which shows that proximity notifications based on the customer localisation increase conversion by 400%, which translates to 2-5% of the profit growth (<\/span>LBMA\/Oriient Whitepaper \u2013 Recovering Lost Revenues in Retail with IndoorGPS)<\/span>. What\u2019s more, Geofencing and IPS offers positive experience not only to the customers, but also to the store owners. In traditional stores, they can provide data of the customers movement patterns, congestion spots, areas with zero interests, popular products, etc. It\u2019s possible thanks to devices measuring the amount and frequency of the customers movement and actions. This can help in better positioning of products and, therefore, increase their sales.\u00a0<\/span><\/p>\n
\n<\/span><\/p>\nCustomer Journey Map<\/span><\/h2>\n
\n<\/span><\/p>\nHow to improve Customer Journey?<\/span><\/h2>\n
Swift journey through the store<\/span><\/h3>\n
\n<\/span>A more innovative solution would be to use a mobile app. Based on the premade shopping list and localisation it could show the customer the shortest path to the products they want.<\/span><\/p>\n
\n<\/span><\/p>\nOmnichannel experience<\/span><\/h3>\n
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