This document provides a template and example for mapping out a customer's retail journey from awareness to purchase. It includes templates for each stage of the journey (awareness, consideration, decision, delight) with slots to include relevant statistics. The example journey walks through a customer named Kevin seeing an Instagram post, browsing online, visiting stores, and purchasing a watch. The document also includes additional pre-designed template slides with statistics and resources like icons that can be used to customize the journey mapping.

1. Presented by
RETAIL CUSTOMER JOURNEY
TEMPLATE

2. P U R C H A S I N G PAT H
Device-Centric View User-Centric View
“The new path
demands a new view”
“Consumers use multiple devices in
the buying journey, from searching
and browsing to buying.
Device-Centric: Traditional analytics
tools look at activities on a single
device, providing only a partial and
distorted view of a multidevice journey.
User-Centric: Only advanced cross-
device measurement can accurately
follow the buyer across devices and
capture full-journey behavior and
intent.”
SOURCE: CRITEO, STATE OF CROSS-DEVICE COMMERCE H2 2016

3. + HOW TO USE THIS DECK
+ CUSTOMER JOURNEY TEMPLATE & EXAMPLE
+ TEMPLATE SLIDES WITH RECENT STATISTICS
+ RESOURCES
CONTENTS

4. HOW TO USE THIS DECK

5. H O W T O U S E T H I S D E C K
Review the customer journey
example slides complete with
recent statistics. The avatar
moves through four stages:
Awareness, Consideration,
Decision and Delight.
1.
Review
Example Journey
(begins on slide 9)

6. H O W T O U S E T H I S D E C K
Use the included avatars, icons
and path-building tools to
customize existing slides or
master template slides added
from the dropdown menu
2.
Customize for
your needs

7. H O W T O U S E T H I S D E C K
We’ve included some pre-
designed template slides
complete with recent statistics
with sources listed in the notes
section. Feel free to add and
modify these slides!
3.
Choose from pre-
designed slides

8. CUSTOMER JOURNEY TEMPLATE
& EXAMPLE

9. Kevin is scrolling through
Instagram when he sees a post
of a stylish watch shared by his
favorite football player. Kevin
thinks maybe it’s time that he
buy a new watch, too.
A W A R E N E S S
3in4
millennials take action after
seeing and being influenced
by a mobile post

10. 9 in 10
first-time visitors do not
intend to complete a
purchase but instead
look to browse, learn
and compare
The next morning before work,
Kevin begins browsing for
watches on his laptop.
AWARENESS

11. C O N S I D E R A T I O N
Kevin finds two watches that he likes
from two different brands. He searches
for local stores that sell the watch in
case he has time to try them on in
person.

12. D E C I S I O N
3 in 4
people who perform a
local search using their
smartphone go to a
store within 24 hours
and 28% make a
purchase

13. D E C I S I O N
The next day Kevin visits a local
store that carries both watches. He
tries them on and purchases the
less expensive option.

14. D E L I G H T
2x
very satisfied
customers are twice as
likely to recommend a
retailer than customers
who are only satisfied

15. Kevin is proud of his purchase
and takes a selfie wearing his
watch. He tags the brand in his
post.

16. TEMPLATE SLIDES WITH RECENT
STATISTICS
find sources listed in the notes section

17. A W A R E N E S S
website behavior
9in10 45%first-time visitors do not
intend to complete a
purchase but instead look to
browse, learn and compare
are searching for a
product or service

18. 26%
are comparing prices
or other variables
between brands
AWARENESS

19. 11%
are searching for
store location, hours
and contact
information
AWARENESS

20. 3 in 4
millennials take action after
seeing and being influenced
by a mobile post
A W A R E N E S S

21. C O N S I D E R A T I O N
44%
of shoppers prefer that
retailers personalize
content for coupons
using location

22. 2 in 3
generation Z
shoppers prioritize
product availability
and quality when
selecting one brand
over another
CONSIDERATION

23. of shoppers would frequent
shopping plazas or malls
more often if retailers sent
them personalized alerts
about products they are
interested in buying
39%
C O N S I D E R A T I O N

24. D E C I S I O N
3 in 4
people who perform a
local search using their
smartphone go to a
store within 24 hours
and 28% make a
purchase

25. 87%
of Millennials and
79% of Generation X
use mobile devices to
place click-and-
collect purchases
DECISION

26. 1 in 3
purchases involve two
or more devices from
the initial website visit to
the point of transaction
DECISION

27. ModiFace lets users test out makeup
using augmented reality and
Gap is piloting its virtual dressing
room application
Pottery Barn lets customers
visualize décor items in their
homes via its app for AR, product
visualization and 3D room design
Help your customers save time
and energy on the purchasing path
B E S T P R A C T I C E

28. D E L I G H T
1 in 5shoppers are more
likely to become repeat
customers if a brand
goes the extra mile to
personalize their digital
experiences

29. very satisfied
customers are twice
as likely to
recommend a retailer
than customers who
are only satisfied
2x DELIGHT

30. 62%
want to virtually see how furniture
and other accessories would fit in
their home prior to purchasing
want to create a shopping list via store
app and be given a floor map that helps
to find those products in store
want to access products available
in store without interacting with a
sales representative
55% 54%
F U T U R E O U T L O O K
2020

31. RESOURCES

32. A V A T A R S

33. I C O N L I B R A R Y

34. I C O N L I B R A R Y

35. I C O N L I B R A R Y

36. I C O N L I B R A R Y

37. B U I L D I N G B L O C K S - L I N E S

38. B U I L D I N G B L O C K S - S O L I D

39. D I R E C T I O N A L L I N E S

40. valtech.com
where experiences are engineered
READY TO ENGINEER
YOUR RETAIL CUSTOMER
EXPERIENCE?
Check out valtech.com to find more about our retail services.

41. thank you