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The omnichannel customer journey

Identify trends early and accelerate processes

The customer journey is the route consumers take to reach their purchase decisions. This journey comprises various touchpoints with the product and the company, and includes both online and offline activities. Customers pass through several phases on their way to deciding what to buy. Ideally, these phases should be supported by appropriate marketing activities, tailored to the individual customer’s requirements.

For marketing, it is particularly important to capture, analyze, and leverage data at all of the customer’s touchpoints with the product and the company. During customer journey analysis, the customers’ route to their purchase decision is observed and analyzed closely to identify which advertising measures positively impact on this decision and contribute to successfully making the sale. These findings form the basis for optimizing the deployment of all marketing activities. The objective is to better understand the purchasing behavior of all customers in all of the omnichannel business channels in order to provide customers with personalized offerings in real time.

Many software solutions and tools for this purpose are already available on the market. Approaches vary depending on the specific software vendor, and there are currently no generally accepted standards for conducting analyses of this kind.

Roughly speaking, the customer journey to a purchase decision can be broken down into the following phases:

  1. Needs aroused This can occur through online or offline channels. Often these needs arise when customers communicate with their friends and acquaintances – whether face to face or via social media. Offerings – whether in print, through brochures, or digitally, via smartphones – may also arouse customers’ interest.
  2. Interest in product aroused The customer actively seeks out information about the product. This is very often done online via web searches. Customers look into the actual product, as well as ratings, testimonies from other customers, and often prices. This phase also includes asking friends or acquaintances specific questions.
  3. Desire for the specific product established The customer is now definitely interested in the product and has already looked up specific information on potential suppliers, delivery options, and dates. Price-comparison platforms also play a role at this stage.
  4. Final purchase decision not yet made Many consumers are still uncertain. At this point, incentives to buy such as personalized e-mail marketing or personalized ads pushed to the customer’s smartphone, or even at the POS, can tip the balance.
  5. Purchase

After customers have bought the product, their touchpoints with the product and the company continue to be saved, whether they involve complaints, product queries to the call center, or other interactions.

Gaining better understanding of a specific customer’s journey

The customer journey mapping method provides an overview of the various touchpointsthroughout the customer journey. This approach documents the experiences and the customer’s point of view, delivering insight into how and why a customer acts or reacts in a certain way in the various phases.

Customer journey mapping identifies potential improvements that will make the journey easier for customers. It is also possible to show which activities already used had a particularly positive impact. Good customer journey maps are based on accurate data and provide a breakdown of factors including customers’ goals, emotions, and touchpoints in each individual phase they pass through.

KPS supports you with the following essential activities:

  • Analysis of your customers’ purchasing behavior in all channels, including:
    • POS sales data
    • Online purchases
    • Online click behavior
    • Movement patterns in the online shop or in stationary outlets
  • Data and association analyses based on Big Data
  • Targeted placement of personalized product proposals through customer segmentation when customers make their next purchase (online or at the store)
  • Creation of intelligent product proposals
    • Placement of real-time product proposals at the store checkout (for example, on smartphones) or in the webshop
    • Execution of targeted marketing campaigns
  • Increased customer loyalty through targeted use of data to support customers during the purchasing process

More than 200 marketing and e-commerce experts at KPS tackle these questions each and every day. They support leading retail companies when it comes to analyzing large volumes of meaningful data and using it to create effective advertising campaigns. The KPS specialists are at your side throughout your technical implementation, from planning to building and introducing new technologies.

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