The document outlines a customer journey mapping for online shoppers visiting a mall. It identifies 4 types of online shoppers and notes that they may expect convenience when shopping physically. The mapping details each step of the customer journey from pre-arrival to post-sale service, noting pain points and opportunities for malls to improve the experience. These include providing comprehensive information online, using technology to enhance the in-store experience, and offering seamless rewards programs across online and offline stores.

1. From click to touch
Buying from online to offline store for
Prepared by Loh Kah Huey
Date: 17-April-2017
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Customer Journey Mapping
Online shopper

2. Background
 Online Shoppers shop online due to convenience, transparency and curated
information/promotion. As a mall, how can they attract Online Shoppers to visit
and shop at their mall?
 This document outlines the Customer Journey Mapping for Online Shoppers when
visiting a mall. From this journey mapping, we will identify online shoppers’ wish
list and the opportunity for mall to tap on in order to attract them to visit and
shop.
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Customer Journey Mapping 2017 – Loh Kah Huey

3. Online shoppers welcome the introduction of
physical store to pre-existing e-retailer.
 Offline channel is favoured especially for
high complexity and high involvement
products such as hedonic products which
allows online shoppers to be able to see,
touch and feel.
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Ref:
Yuanfeng Cai, Kathy Ning Shen, Zhaoyang Guo. When Do Online Consumers Shop in an Offline Store: The Moderating Effects of
Product Characteristics, Journal of Marketing Channels. Volume 23, 2016 - Issue 3
Hedonic Products
Customer Journey Mapping 2017 – Loh Kah Huey

4. 4 segments of online shoppers are identified according to their
online shopping behaviour. They may have similar expectation in
physical store.
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Convenience Shoppers
• shop online because of convenience
Variety Seekers
• motivated by variety seeking across retail alternatives, product
types and brands
Store-oriented Shoppers
• motivated by physical store orientation (e.g. immediate
possession and social interaction)
Balanced buyers
moderately motivated by convenience and variety seeking
Ref: Andrew J Rohm, Vanitha Swaminathanb, A typology of online shoppers based on shopping motivations, Journal of
Business Research, Volume 57, Issue 7, July 2004, Pages 748–757
Customer Journey Mapping 2017 – Loh Kah Huey

5. 9 out of 10 shoppers use mobile when shopping in
store. Price, product review and details are the top 3
commonly search info.
5Ref: 2015 UPS Pulse of the Online Shopper™ Asia Study: https://www.ups.com/media/en/gb/OnlineComScoreWhitepaper_CN.pdf
Customer Journey Mapping 2017 – Loh Kah Huey

6. Characteristics of shopping behaviour at offline store
different for online shoppers from pure offline shoppers.
 Maintain high level convenience if possible – reduced shopping
time, flexibility in timing, minimise physical efforts.
 Provide platform to ease the searching process for variety and
information
 Social interaction via dining, entertainment and other lifestyle
activities should be integrated as part of the shopping journey in
offline store.
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Because of their current online shopping experience, it is
likely that the following shopping characteristics and
expectation should be taken into consideration when
designing an offline store in a mall for online shoppers.
Customer Journey Mapping 2017 – Loh Kah Huey

7. Customer Journey Mapping –
For online shoppers to go offline
11 22 33 44 55
Pre-arrival Arrival On-site
Check-out &
departure
Post-sale
service
Customer Journey Mapping 2017 – Loh Kah Huey

8. Online shoppers usually start the journey with information
search.
 Excited to find out that physical stores are available
 Malls are located in strategic and convenient place which is accessible
with public transportation or plenty of car park are available
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Not convenient location which requires connection of buses and walk. Lack
of information on how to get there. Long waiting time due to infrequent
bus schedule. Therefore, higher taxi cost may be incurred instead
 Uncertainties i.e. the availability of the product of interest will be
available in the physical store, the availability of other facilities to engage
the family members to go together e.g. dining and children areas
 Comprehensive information should be available on the website e.g.
direction to mall/store hours, link between mall and retailers website for
all the necessary info that shoppers needs e.g. reservation of products
prior the store visit, reservation of car park, facilities in the mall etc.
 Special arranged connection buses for the peak hours e.g. after working
hours or weekend
Customer Journey Mapping 2017 – Loh Kah Huey

9. Maintaining the convenience via technology for online
shoppers when they arrive physical stores.
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Arrive at the well-design mall with exciting activities at the entrance.
 Interactive directory which helps to find the specific stores
 Over crowded with high traffic of footfall especially after working
hours and weekends – no car park, traffic jam at the entrance,
confusing signage for car drivers to find the nearby parking lot
 For shoppers arrive with public transports i.e. train, taxi and bus, lack
of signage and directory is frustrating.
 Provide solutions to maintain convenience such as immediate status of
car park vacancy rate online so that shoppers who drive can plan in
advanced.
 Clear signage from the mall could guide the journey of searching,
reduce the time of mistake and ease the unproductive traffic and
footfall in the mall.
Customer Journey Mapping 2017 – Loh Kah Huey

10. Online shoppers expect the convenience and curation of
information about product variety is available on-site.
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Able to see, feel, touch the products.
 Receive value-added service in person.
 Good layout of the mall and store with full of excited ‘surprise’ when
exploring around  possible to encourage more unplanned shopping.
 Confused with layout of the mall which is like a maze when the shoppers
are trying to locate the specific stores.
 Lack of interesting and engaging display along the journey of locating the
specific store.
 Cannot find the customer service counter to ask for information.
 Limited assortment of products are available in-store.
 Specific product of interest is not available or out of stock.
 Overcrowded with queues in every process of the shopping – from browsing
to fitting in-store as well as other stores in the building e.g. restaurant,
toilet, children playground, breastfeeding room etc.
Customer Journey Mapping 2017 – Loh Kah Huey

11. Seamless shopping experience and personalisation can be
implemented with the right technology in place.
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Changing store dynamics to allow seamless and personalisation of the shopping
experience continue from online to offline store.
 Seamless and emerging technology on-site such as free WIFI for mobile to allow
shoppers to carry out activities that commonly happen when they are shopping
online e.g. comparison of price, searching for variety and options, product review,
 Personalised shopping experience via technology such as shopping history,
preference, ability to save the items for reference and comparison before finalising
the decision of purchase and shipping address will be appreciated.
 Different dedicated areas for shoppers at different life stages to engage the
relevant shoppers accordingly
 Connect people with the right activities e.g. children play areas, elderly corners to
rest their legs which also conveniently display of products for silver market*
 Provide relevant information for shoppers at relevant timing to satisfy their
needs more efficiently
 Digital or touch screen ad board for promotion about lunch before and during lunch
time, high tea at tea time etc.
*Ref: https://www.spring.gov.sg/Inspiring-Success/Enterprise-Stories/Pages/Unlocking-Opportunities-in-the-Silver-Market.aspx
Customer Journey Mapping 2017 – Loh Kah Huey

12. Abandonment of cart commonly happen at offline store if the
check-out and delivery system is inefficient.
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Free delivery, personalised services such as alteration, engraving services
are available and immediate own of the purchase.
 Online points can be redeemed for offline purchase and alternative options
for check out are available.
 Time consuming queue at the check out counter.
 Bringing bulky and heavy shopping bags to the car park or to take public
transportation is a problem.
 Multiple delivery arrangement for purchased products from different
retailers from the same building/mall.
 Lost in the car park or experience another round of traffic jam to leave the
car park or mall. No taxi available.
 Collaboration between mall and retailers to provide alternative check out
options e.g. click and collect, paypals etc.
 Centralised delivery system for different stores within the mall to provide
convenience to the shoppers.
Customer Journey Mapping 2017 – Loh Kah Huey

13. Post-sale consultation and flexible e-Reward points should be
available to engage online shoppers.
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Pre-arrival Arrival On-site
Check-out &
departure
Post-sale service
 Joy: Happy and enjoy the purchased products.
 Received more updates and follow up about the products of interest.
 Flexible and return policy either to the store or shipping with pre-paid
label at no cost for the shoppers.
 Pain: Purchased products are not up to expected but no customer services
are available for post-sale consultation.
 Long waiting delivery time or bad management of delivery services which
causes wrong or damage of purchased products.
 Promo code, discount vouchers or e-reward points from both retailers
and malls can be given to connect and encourage more purchase in
future.
 E-Reward points should be made available to both online and offline
purchase as well as across different retailers in the malls.
Customer Journey Mapping 2017 – Loh Kah Huey

14. Summary of customer journey mapping
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Joy
Convenient
location
Perceived as
well-designed
building
Impressed with
the malls and
activities in
addition to
shopping
Found the
products for
touch & feel,
on-site demo &
customer
services
Able to
purchase and
own the
products
immediately
Update and
follow up on
the product of
interest
Pain Lack of info
Lost the way –
can’t find the
stores
No car park
More difficult
to find the
desired
products in
offline store
than online
store
Time spent to
beat with
human and road
traffic
Need to carry
the shopping
bags
No taxi
Long delivery
time
Wrong/damage
delivery items
Opportunity
for the
building/
mall owners
Comprehensive
and seamless
information
should be
available on the
website for
both retailers
and malls
Clear signage
and interactive
directory board
Live car park
vacancy
available
online
Provide
technology
supports to
enhance in-
store searching
for products
Concierge
services to
deliver multiple
shopping bags.
Special express
arrangement
for click &
collect.
Seamless e-
reward points
for future
purchase in
both on- and
offline store
Pre-arrival Arrival On-site
Check-out &
departure
Post-sale
service
Customer Journey Mapping 2017 – Loh Kah Huey

15. Partnership between retailers and malls
Mall owners’ supports
 Collaboration between mall and retailers
in setting up technology that the online
shoppers need.
 Use data analytics to understand how
online shoppers’ behaviour when they are
in-store as well as in the mall in order to
connect the on- and offline shopping
behaviour in the mall holistically.
 Thematic lifestyle activities to attract
relevant target shoppers e.g. food fair
during travel fair, competitive game
session for teenagers etc.
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Online shoppers’ wish list
 Free in-store WIFI
 Seamless cross-channel
shopping experience
 Personalised services from the
retailers as well as the mall.
 In-store mobile solutions or
mobile optimized websites
Ref: https://www.shoppinpal.com/biggest-challenges-for-retail-stores-in-the-digital-age/; http://www.businessnewsdaily.com/7177-
in-store-and-online-sales.html
Customer Journey Mapping 2017 – Loh Kah Huey

16. Conclusions
 A convergence of online and physical stores could provide a seamless shopping
experience only if it is designed innovatively. Both retailers and mall/building
owners play an important role in making this future retail experience
happens.
 Online shoppers journey mapping should be examined in detailed in order to
achieve a seamless shopping experience especially for the millenniums which
is the core segment in future.
 Supports from mall/building owners via the opportunities that identified in
this mapping i.e. comprehensive information, signage in the malls, technology
collaboration, seamless e-reward points for future purchase in both on- and
offline store as well as across different retailers in the malls should be
considered.
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Customer Journey Mapping 2017 – Loh Kah Huey

17. Reference
 Lynda Wee Keng Neo & Tong Kok Wing, The 4 Rs Of Asian Shopping Centre Management
 Wee (Author), Sum (Author), et al (Author), Going the Extra Smile: Creating a Remarkable Customer
Experience
 http://www.magscholar.com/joomla/images/docs/ajbr/ajbrv1n2/Online%20Shopper%20Behavior%20I
nfluences.pdf
 http://www.tandfonline.com/doi/figure/10.1080/1046669X.2016.1186472?scroll=top&needAccess=tru
e
 http://www.emeraldinsight.com/doi/abs/10.1108/17505930911000874
 http://marketingland.com/amazon-understands-offline-retail-170990
 http://www.magscholar.com/joomla/images/docs/ajbr/ajbrv1n2/Online%20Shopper%20Behavior%20I
nfluences.pdf
 http://sbr.com.sg/retail/commentary/heres-what-online-shoppers-in-singapore-really-want
 Foo Jie Ying; Physical + online presence = future of retail; http://www.tnp.sg/news/views/physical-
online-presence-future-retail
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Customer Journey Mapping 2017 – Loh Kah Huey