Retailers focus too much on customer acquisition on digital touchpoints and have become to channel-focused. When your customer journey starts with “She walks into a store…” or “she opens an email” you have a problem. If you are waiting until a customer walks into a store or, even worse, is ready to pay, before you start thinking about the customer journey, you are going to completely miss the boat when it comes to customer journeys. Too many retailers have lost their focus, to look only at digital-only journeys, or to define their customer journeys so narrowly – one basket/one swipe – as to be nearly meaningless in understanding how to make that journey better for the consumers in the middle of it.
Amazing article about how important “values resonance” is or as we say: a better understanding of customers is mandatory in a challenged industry. See the full article
