Costumer journey: a new approach for retailers

• Autor(a) principal: Rodrigues, Sara Alexandra Gonçalves
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/16271
• topic: Customer jorney; Customer experience; Touchpoints; Food Retail; Marketing; Consumidor; Venda a retalho; Comércio alimentar; Estratégias competitivas; Percurso do consumidor; Experiência do consumidor; Pontos de contacto critico; Retalho alimentar

How can we distinguish a remarkable business from an ordinary one? Through their customer experience, the way the business is designed (Salsberry, 2017). Customer journey appears as a starting point for organizations to start understanding their business and their customers, by mapping all the journey since awareness until the postpurchase stage. Identifying our company’s critical touchpoints and crucial moments can be decisive to improve and lead our customers to the effective act of purchase or, in a more negative perspective, avoid losing them for competition. Pure old marketing is based on the idea of rational customers and that they act according to their needs and to some defined reasoned stages, the amount of offers on the market and competition. In contrast, customer experience focus and sensory marketing develops experiences and feelings for the customers that go beyond mere functional aspects. This dissertation aims to provide deeper understanding on how food retail companies can attract and retain customers’, by understanding their customers’ customer journey and by improving the shopping experiences developed for customers, rather than just relying on having the best prices and promotions on the market, and propose recommendations on how to create customers’ journey and improve customer experience in store. In terms of conclusion, organizations still lack in developing remarkable experiences and providing post-purchase follow up to question customers’ shopping experience. The research suggests that five dimension must be taken into account when drawing the shopping experience, according to Schmitt (2000): sensory, physical, emotional, cognitive and social