Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Experiences

#RSP18
Customer Journey Mapping 2.0: Best
Practices For Creating Differentiated Experiences
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May 6-8, 2019
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Questions, Tweets, Resources, Survey

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Speakers
Terri Pucin
FitForCommerce
Andrew Gaffney
Retail TouchPoints

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FitForCommerce
is a specialized
consultancy founded to
help digital and
omnichannel businesses
accelerate growth.
Trusted advisor to
hundreds of global
companies.
Digital Diligence™
is a philosophy and our
methodology based on an
investment and due
diligence mindset for
decision-making and
execution to ensure
success.
We are the help.
Curated digital innovation
tracking and applied
market advice to
businesses in a CDO-on-
demand service.
Benchmarking of
Top 120 Retailers
for Omnichannel
(Web, Mobile, In-
Store) innovation.

1. Setting the Stage
2. The What, When, Why and How
of Customer Journey Mapping
3. Putting Theory into Practice
4. Q&A
Today’s Agenda

#RSP18
Setting the Stage
• Consumer expectations at an all time
high; any time, any way, anywhere is
today’s shopping mantra
• Shoppers insist on a superior, seamless
and convenient experience
• Your competitor is only a click away
• Amazon is eating up market share
• New technologies redefine what is
possible

#RSP18
“Our customers are loyal to us right up until
the second someone offers them a better
service... and I love that. It’s super-motivating
for us.” – Jeff Bezos, Amazon

Retail Store
Once Upon A Time…

Email
Social Media
Website
Advertising
Loyalty +
Retail Store
Mobile
Retail Store
Contact
Center
Advertising
Social Media
Email
Contact
Center
LoyaltyMobile
Website
Inside Brand
Outside Brand
Discover
Consider
Select
Purchase
Fast-Forward to Today’s Retail Reality
+

Email
Social Media
Website
Advertising
Loyalty +
Retail Store
Mobile
Retail Store
Contact
Center
Advertising
Social Media
+
Email
Contact
Center
LoyaltyMobile
Website
Inside Brand
Outside Brand
Discover
Consider
Select
Purchase
1
3
2
4
5
6
7
The Modern Customer Journey

The “Emotional EKG”
DISCOVER CONSIDER SELECT PURCHASE LOYALTY
• Advertising
• Research
• Social Media
• Online browse
• Visit stores
• Seek advice
• Refine search
• Select sizes
• Read reviews
• Checkout
• Payment
• Pick up in store
• Write reviews
• Return to site
• Advocate
CustomerEmotions
Customer progress in all phases and channels
Differentiated experiences meet customer needs in each critical phase to maintain a positive
emotional experience and support frictionless commerce

Customer journey maps help identify gaps and
pinpoints areas in the customer experience that are
disjointed or painful.
Journey mapping can be as big or small as you
want it to be:
• Developing new marketing plans
• Implementing new functionality
• Vendor selection
• Replatforming
• Building a new site
Journey Mapping…
Not Just for Major Transformation

What’s in it for Me?
• A differentiated, relevant site/store experience
based on an understanding customer
motivations and goals
• A cohesive strategy that thinks about all
customer touchpoints that make up the
customer journey
• Get organization-wide buy-in for optimizing the
shopping experience and acquisition/retention
strategies
• A comprehensive map of ALL enabling
technologies, processes and organization to
support customer experience
• A customer centric experience that will
increase revenue and customer LTV

Attributes of a Successful
Customer Journey Map
• Build your map from a customers’ point
of view and base it on both statistical and
anecdotal evidence
• Capture your customers’ perceptions of
their experiences relative to their goals,
needs, feelings and expectations
• Focus on the customers’ journey across
multiple touchpoints
• Visualize the customer journey - make it
easier to understand, engage and make
decisions

Stages of a Typical Customer Journey
• Map out typical stages of your customer’s journey
• May have more than one map based on the types
of customers you are serving
• Will vary depending on nature of product or service
• Not an exact science – will also vary from customer
to customer
• No right or wrong way – it’s ok to experiment
DISCOVERY
CONSIDERATION
PURCHASE
USE/SERVICE
LOYALTY

For each stage, outline:
• Digital activities
• Store activities
• Customer goals
• What the customer is thinking and
feeling
• Pain points
Determine the Info You Want to Map
Understanding these, will dictate:
• UX Capabilities
• Technology
• Processes
• Staffing

Base it all on Data and Insights
Gather and analyze all the data you have
• Website analytics
• Consumer data
• Marketing data
Conduct Voice of the Customer studies
• Focus Groups
• Intercept Interviews
• Feedback Surveys
Facilitate Workshops with Internal Teams
• Merchandising
• Marketing
• Fulfillment
• Customer Service
• Operations

BEAUTY RETAILER
• Midsized
• Ecommerce site and 20 brick and mortar stores
CHALLENGES
• Basic website
• Stagnated growth
• Improve customer experience
GOALS
• Increase revenue
• Improve retention, life-time value
Let’s Put Theory Into Practice

Discovery Consideration Purchase Use / Service Loyalty
Customer Activity (Digital)
- Advertising triggers visit - promotions, sales
events, seasonal changes
- Mention on social sites
- Reminders to loyalty members about
rewards (or potential rewards) are assigned
to them
- Organic or paid online search
- Find makeup for an upcoming event
- Research on known and admired brands
(64% of survey)
- Check for price or promotions
- Find stores
- Complete personal style profile (get loyalty
points)
- Receives loyalty points for creating /
enriching personal profile
- Research styling, products and promotions on site
- Take online quizzes to guide accurate product
selection
- Virtually try-on product
- Inspiration from site trends and recommendations
- Narrow down options for occasion, style and budget
- Select items to create a "look"
- Comparison shop on different sites for best price
(70% of survey)
- Create wish lists
- Solicit feedback from friends or family
- Receives personalized styling and product
recommendations based on preferences and choices
- Receives loyalty points for enriching personal profile
- Skype sessions with Makeup Stylists
- Store appointment scheduling for makeup
consultation
- Create wish lists to be converted to purchases in the
stores
- Encourage sampling with free product samples
- Add-on product recommendations
- Sign up for auto replenishment of basics
- Buy online, ship to store
- Customer receives their products
- Consult with customer service agents regarding
questions with products or orders
- Customer creates "look" based on trend or stylist
recommendation
- Give product Rating & Review
- Return online for additional products based on prior
purchases and personal profile
- Go to sites for inspiration and trends
- Receive follow up recommendations for products
that they have already purchased
- Seasonal refreshes
- New color palette
- Updated style galleries
- Personalized promotions
- Upload UGC images of customer to site or social
media (get loyalty points)
- Post experience and purchase to social media (get
loyalty points)
- Create inspiration boards for future purchases (get
loyalty points)
Customer Activity (Store)
- Store version of the above discovery
activities
- Advice from engaged sales person on
trends, styling, application
- Try on makeup to confirm the look
- Perform discovery on client, add notes to
customer record
- Store version of the above consideration activities
- Assess customer preferences for event, styling, and
budget
- Advice from engaged sales person on narrowing
down choices to best meet customer needs
- Create or add to customer profile to enhance online
experience personalization
- Convert online wish list or reserve order
- Add-on product recommendations and accessories
- Purchase in store
- Accrue loyalty points
- Consult with store associates regarding questions
with products or orders
- Quickly and empathetically resolve issues with
online products or orders
- Follow up emails or texts from store associates with
"thank you" and recommendations for add on
products or accessories
Discovery Consideration
Customer Activity
(Digital)
- Advertising triggers visit - promotions, sales events,
seasonal changes
- Reminders to loyalty members about rewards (or potential
rewards) are assigned to them
- Research on known and admired brands (64% of survey)
- Find stores
- Complete personal style profile (get loyalty points)
- Receives loyalty points for creating / enriching personal
profile
- Take online quizzes to guide accurate product selection
- Comparison shop on different sites for best price (70%
of survey)
- Create wish lists
- Store appointment scheduling for makeup consultation
First, Identify Customer Activities

First, Identify Customer Activities
Customer Activity (Digital)
- Advertising triggers visit - promotions, sales
events, seasonal changes
- Reminders to loyalty members about
rewards (or potential rewards) are assigned
to them
- Research on known and admired brands
(64% of survey)
- Find stores
- Complete personal style profile (get loyalty
points)
- Receives loyalty points for creating /
enriching personal profile
- Take online quizzes to guide accurate product
selection
- Comparison shop on different sites for best price
(70% of survey)
- Create wish lists
- Store appointment scheduling for makeup
consultation
- Create wish lists to be converted to purchases in the
stores
- Encourage sampling with free product samples
- Add-on product recommendations
- Sign up for auto replenishment of basics
- Customer receives their products
- Consult with customer service agents regarding
questions with products or orders
- Customer creates "look" based on trend or stylist
recommendation
- Give product Rating & Review
- Return online for additional products based on prior
purchases and personal profile
- Go to sites for inspiration and trends
- Receive follow up recommendations for products
that they have already purchased
- Seasonal refreshes
- New color palette
- Updated style galleries
- Personalized promotions
- Upload UGC images of customer to site or social
media (get loyalty points)
- Post experience and purchase to social media (get
loyalty points)
- Create inspiration boards for future purchases (get
loyalty points)
activities
trends, styling, application
- Perform discovery on client, add notes to
customer record
- Store version of the above consideration activities
- Assess customer preferences for event, styling, and
budget
- Advice from engaged sales person on narrowing
down choices to best meet customer needs
- Convert online wish list or reserve order
- Add-on product recommendations and accessories
- Purchase in store
- Accrue loyalty points
- Consult with store associates regarding questions
with products or orders
- Quickly and empathetically resolve issues with
online products or orders
- Follow up emails or texts from store associates with
"thank you" and recommendations for add on
products or accessories
activities
- Advice from engaged sales person
on trends, styling, application
- Perform discovery on client, add
notes to customer record
- Store version of the above consideration
activities
- Assess customer preferences for event,
styling, and budget
narrowing down choices to best meet customer
needs
- Create or add to customer profile to enhance
online experience personalization

Second, Understand Goals, Motivations, & Needs
Customer Goals
- Understand all the color and look options
- Look great for the occasion
- Get a fair price or points for the loyalty
program
- Keep within their budget
- Communicate a sense of style and confidence
- Ensure color/skin tone compatibilty
- Be efficient with their time
- Experience knowledgeable and helpful service
- Quickly and efficiently narrow down options for
their occasion, style and budget
- Select makeup that is on trend and
coordinated
- Find additional products that coordinate with
the look
- Ensure skin tone compatibility
- Ensure they got a good price versus other
retailers
- Ensure that they have selected all the
necessary components
- All products are available to purchase
immediately
- Understand if a missing product is available in
local stores
- Easily purchase the entire set of components
- Items are picked up or shipped quickly
- Items can be returned easily online or to stores
- Affirm the product choices as additions to their
makeup set
- Confidently and correctly use products
- Receive immediate, concierge-level service for
any product or order concerns
- Easily arrange returns or exchanges for
products if necessary
- Display confidence in their personal style
- Continue to build out and refresh their makeup
- Receive personalized, relevant and
preferential treatment for purchase loyalty
- Sharing purchases with friends and receiving
validation
- Looking and feeling great
Thinking & Feeling
- I have got to look great for this occasion
- I am overwhelmed with the choices
- I don't know the current styles
- I want good advice on makeup and trends that
go together well
- I want to get a good deal
- I need to find the right products for me quickly
- I want to make sure the color is correct
- I want to feel confident in my choices
- I want to make sure I am paying a fair price
- I think I will look and feel great
- I hope my friends/family like of this look
- I feel so confident in my selection that I am
ready to purchase
- I can relax knowing that the skin tone
compatibility has been validated
- I will look and feel great i
- I hope that my friends/family will love this look
- I can return this or exchange this at no charge
- I may not like the color or quality when it
arrives
- I want use this product as demonstrated
- I want service who from someone who
understands my needs
- I will want to add to my makeup options
- I want to share my new look with friends
- I want to keep my makeup on trend
- My opinion about these products matters
- I will return for my next special clothing
purchase
Customer Needs for
Success
- Confidence in understanding their makeup
options and selections
- Concierge-level service and coaching on
styling and application
- Narrowing down of options to those that are
appropriate and work together
- Evaluate price and promotion value
- Quickly acknowledge company as as the
solution for their event
- Advice from family or friends
- Understand how the loyalty program works
- Quick personal assessment and
recommendations of appropriate products
(style, trend, price)
- Fashion advice, recommendations of what
goes together
- Inspiring and accurate product information,
trusted Ratings and Reviews, relevant UGC
- Ensure they are purchasing the correct
products
- Confidence in their selection
- Anticipate how good they will look and how
great they will feel
- Approval from family/friends
- Assurance of the product quality
- Relevant recommendations for add-on
products
- Confidence they are getting the correct
products at the best price
- Be assured the item can be purchased
immediately or time for their event
- Easy checkout and payment
- Quick product delivery experience
- Understand and agree to returns policy
- Their order information in the store if they have
returns or questions
- Correct update to the loyalty program
- The products meet their style, and quality
expectations
- Empathetic and knowledgeable service for any
product or order concerns
- Quick and easy return or exchange
- Easy access to information and support on
how to use the products
- Confidence and knowledge to use products
correctly
- Receive timely, personalized and relevant
product, content and experience offers
- Regular refresh of inspiration and trends on
site
- Easy sharing of product Ratings & Reviews
- Easy sharing of experiences, UGC images
and purchases on social media
- Improved knowledge and confidence about
how to refresh their makeup look
Customer Goals
- Understand all the color and look options
- Look great for the occasion
- Get a fair price or points for the loyalty program
- Communicate a sense of style and confidence
- Ensure color/skin tone compatibilty
- Be efficient with their time
- Experience knowledgeable and helpful service
- Quickly and efficiently narrow down options for their
occasion, style and budget
- Select makeup that is on trend and coordinated
- Find additional products that coordinate with the look
- Ensure skin tone compatibility
- Ensure they got a good price versus other retailers
Thinking & Feeling
- I have got to look great for this occasion
- I am overwhelmed with the choices
- I don't know the current styles
- I want good advice on makeup and trends that go together
well
- I want to get a good deal
- I need to find the right products for me quickly
- I want to make sure the color is correct
- I want to feel confident in my choices
- I want to make sure I am paying a fair price
- I think I will look and feel great
- I hope my friends/family like of this look
Customer Needs for
Success
- Confidence in understanding their makeup options and
selections
- Concierge-level service and coaching on styling and
application
- Narrowing down of options to those that are appropriate and
work together
- Evaluate price and promotion value
- Quickly acknowledge company as as the solution for their
event
- Advice from family or friends
- Understand how the loyalty program works
- Quick personal assessment and recommendations of
appropriate products (style, trend, price)
- Fashion advice, recommendations of what goes together
- Inspiring and accurate product information, trusted Ratings
and Reviews, relevant UGC
- Ensure they are purchasing the correct products
- Confidence in their selection
- Anticipate how good they will look and how great they will
feel
- Approval from family/friends

Use Data to Identify UX Requirements
Customer ECP Front
End Purchasing
Experience
- Marketing integration with CRM segmentation
and personal profile
- Promotions, related items, cross-sells and up-
sells
- Product information, rich product images
- Robust search, filtering and navigation supported
by attributed products and content
- Site merchandising tools
- Customer profile management linked to
purchases and preferences
- Integration with Social Media (Facebook,
Pinterest, etc.)
- Virtual Makeup Try On
- In-Store product availability
- Personalized Promotions
- Promote non-product content
- Encourage User Generated content
- Digital Guided Selling Tool
- Digital Expanded Customer Preference Survey
- Expanded Customer Profile with Makeup
Preferences
- Loyalty program based on engagement
- Effective site search with filters and refinements
- Ratings & Reviews
- Promotions, related items, cross-sells and up-
sells encourage conversion
- Trend and makeup advice
- Product Sampling
- LIve chat
- Personalized site experience
- Product Customization (include visual
representation of the finished product)
- My Makeup Bag saved products preferences
- Guided selling tool with content
- Expanded Customer Profile with Makeup
Preferences
- Schedule store appointment
- Easy add to cart by size and color
- Live chat
- Saved 'wish list' for deferred purchase in any
channel
- Upsells and cross-sells on the product's search
results, PDP and the shopping cart page
- Messaging to increase order size to qualify for a
promotion or free shipping
- Efficient payment, fraud check and checkout
- Various tender types are allowed and optionally
saved for a registered customer
- Shipping tracking and order status updates
- Update the customer profile with purchase and
on site shopping behavior preferences
- Create wish list
- Rewards App with loyalty and shopping
- Auto replenishment indicator on PDP and sign up
in cart
- Buy online, pick up in store (full cart)
- Reserve online, pick up in store (full cart)
- Live chat
- Robust product information and application tips
- Customer self-managed returns labels
- Personalized follow up emails with
recommendations
- Facilitate Rating & Review, UGC images of
outfits
- Loyalty points through engagement
- Seasonal refresh recommendations
Customer Store
Purchasing Experience
- Access to customer order history and profile
preferences
- Update custome profile with new preferences
- Accrue loyalty points for attending store events
and retail store engagement activity
- Clientelling
- Access to customer wish lists
- Mobile functionality for product information and
comparison
- Clientelling
- Convert wish lists and reserve orders to
purchases
- Accrue loyalty points for purchasing
- Clientelling
- Access to customer order history and
preferences for order adjustments and returns
- Clientelling
- Easy returns or exchanges
- Order access and technology to communicate
with customers regarding new product
recommendations and offers
- Clientelling
Customer ECP Front End
Purchasing Experience
- Marketing integration with CRM segmentation and
personal profile
- Promotions, related items, cross-sells and up-sells
- Product information, rich product images
- Robust search, filtering and navigation supported by
attributed products and content
- Site merchandising tools
- Customer profile management linked to purchases and
preferences
- Integration with Social Media (Facebook, Pinterest, etc.)
- Virtual Makeup Try On
- Expanded Customer Profile with Makeup Preferences
- Ratings & Reviews
- Promotions, related items, cross-sells and up-sells
encourage conversion
- Trend and makeup advice
- Product Sampling
- LIve chat
- Personalized site experience
- Product Customization (include visual representation of
the finished product)
- My Makeup Bag saved products preferences
- Guided selling tool with content
- Expanded Customer Profile with Makeup Preferences
Customer Store Purchasing
Experience
- Access to customer order history and profile preferences
- Update customer profile with new preferences
- Accrue loyalty points for attending store events and retail
store engagement activity
- Clientelling
- Access to customer wish lists
- Mobile functionality for product information and
comparison
- Clientelling

Finally, Identify Supporting Backend, Staffing and
Processes
Back End Requirements:
TECHNOLOGY
- An eCommerce Platform or Framework that will support navigation, browsing,
guided selling, site search, product finders, SEO, banners, promotions, landing
pages and other functionality that engages the customer
- A system managedassortment along with product information, pricing and
attributes which can be searched, filtered and used to describe sellable products.
- Research PLM to manageproduct content and taxonomies especiallyif the
assortment expands on the transactionalsite.
- Functionality to display upsells, cross-sellsand other related items
- Effective digital marketing that exposes products' features and benefits via
marketing emails, retargeting and page 1 search results
- Integration with CMS and attributed product and installation content
- Integration with store inventory
- An eCommerce Platform or Framework that will support navigation, browsing, site
search, product finders, SEO, banners, promotions, landingpages and other
functionality that engages the customer
- A system managedassortment along with product information, pricing and
attributes which can be searched, filtered and used to describe site products.
- Chat functionality to offer to potential customers the ability to discuss Friedrich
products
- Product finders to assist the customer
- Product comparison functionality to assist selecting the correct products
- Wish list capability to facilitate order creation and purchasingin any channel
- An eCommerce Platform or Framework that provides My Account, pricing,
shopping cart and checkout functionality integrated into existing and new backend
and point solutions
- New point solutions, e.g.: personalization, ratings & reviews, sales tax, & freight
- Product and content recommendationfunctionality based on customer preference
profile, purchase or browse
- Chat functionality
- Abandoned cart functionality
- Shared cart functionality for CSR support
- An OMS to provide customer, product information, capture orders and support
other order and customertransactions.
- Since customer tender (e.g. credit cards) are needed to purchase products, credit
card auth/settlement technologysuch as a payment gateway will be required.
-Use OMS to trigger order status communication; or integrate with ESP
- Analytics & reporting
- Interfaces to CRM for customer data updates
- Interface with shipping and delivery tracking
- Interfaces to data warehouse and marketing systemsto allow for post-purchase
analysis and marketing
- Fraud detection and review systems
- Sales reporting and analysis systems
- Returns processingintegrated with reverse logisticssystem
- Issue credit via A payment gateway
- Reorder from order history
- My Account functionality
-OMS which can record and maintain customer interactions or reference
-Integration with ESP
- Marketing emailsalong with promotions
- Retargeting
- Seasonal Refresh Reminders
- Integration with CRM customer segmentation tools
Back End Requirements: STAFFING
- CSRs who can provide assisted selling and customerservice to web customers
- Digital marketing expertise supportingthe transactional site
- Site merchandisers who can manage the user experience and provide helpful
search results and landing pages
- Merchandisers who can maintain and enhance structures and unstructured
product content
- Digital marketing expertise to segment customers and personalize marketing
methods / messages
- CSRs who can provide assisted selling and customerservice to web customers,
including wish list orders created in any channel
- Digital marketing expertise supportingthe transactional site
- Creative and User Experience designers
- Merchandisers who can manage the user experience and provide helpful search
results and landing pages
methods / messages
- Merchandisers who can maintain and enhance structures and unstructured
product content
- PM
- BA
- Front-end developers
- Order expediting and research support
- Fulfillment staffing if consumerorders are shipped from Friedrich facilities
- BI and analysis
- QA support
- Site Support
- Analytics
- Marketing analytics support
- Marketing skills to segment customerbase and create compelling messagesto
drive conversion
- Marketing support
- eMails (e.g. abandon cart, promotional)
Back End Requirements: PROCESSES
- Assortment selection and forecasting
- Product Content Management (PLM)
- Descriptions
- Attributes
- Images
- DAM
- CMS
- Related items
- Pricing management
- Marketing plans and execution
- PPC management
- eMail marketing
- Affiliate marketing
- Social marketing
- Promotions
- Creative
- User Experience
- Site Merchandising
-Product training seminars for store associates
- Assortment selection
- Descriptions
- Attributes
- Images
- DAM
- CMS
- Related items
- PPC management
- eMail marketing
- Social marketing
- Promotions
- Creative
- User Experience
- Scripts to support customer service of web customers
- Additionalscripts to support post-purchase ordertransactions
- Scripts to support chat
- Fraud reviews and order releases
- Store assortment management
- Supply chain fulfillment footprint
- FAC product information maintenance.
- Credit Card Payment Reconciliation.
- Credit Card chargebackprocessing.
- Obtaining proofs of delivery
- Processes to audit orders, sales, settlement and credits
- Product recommendation knowledge, guidelines and content
- Measurement processes and KPIs to track CSR performance
- Scripts to support various customerand order transactions
- Customersatisfactionsurveys
- Testing processes
- Measurement processes and KPIs to track CSR performance
- Enhancement definition and prioritization processes
- Descriptions
- Attributes
- Images
- DAM
- CMS
- Related items
- PPC management
- eMail marketing
- Social marketing
- Promotions
- Creative
- User Experience
Back End Requirements: TECHNOLOGY
- An ecommerce Platform or Framework that will support navigation, browsing,
guided selling, site search, product finders, SEO, banners, promotions, landing pages
and other functionality that engages the customer
- A system managed assortment along with product information, pricing and
attributes which can be searched, filtered and used to describe sellable products.
- Research PLM to manage product content and taxonomies especially if the
assortment expands on the transactional site.
- Functionality to display upsells, cross-sells and other related items
- Effective digital marketing that exposes products' features and benefits via
marketing emails, retargeting and page 1 search results
- Integration with CMS and attributed product and installation content
- An eCommerce Platform or Framework that will support navigation, browsing, site
search, product finders, SEO, banners, promotions, landing pages and other functionality
that engages the customer
- A system managed assortment along with product information, pricing and attributes
which can be searched, filtered and used to describe site products.
- Chat functionality to offer to potential customers the ability to discuss Friedrich products
- Product finders to assist the customer
- Product comparison functionality to assist selecting the correct products
- Wish list capability to facilitate order creation and purchasing in any channel
Back End Requirements: STAFFING
- CSRs who can provide assisted selling and customer service to web customers
- Digital marketing expertise supporting the transactional site
- Site merchandisers who can manage the user experience and provide helpful
search results and landing pages
- Merchandisers who can maintain and enhance structures and unstructured product
content
methods / messages
- CSRs who can provide assisted selling and customer service to web customers,
including wish list orders created in any channel
- Digital marketing expertise supporting the transactional site
- Creative and User Experience designers
- Merchandisers who can manage the user experience and provide helpful search results
and landing pages
- Digital marketing expertise to segment customers and personalize marketing methods
/ messages
- Merchandisers who can maintain and enhance structures and unstructured product
content
- PM
- BA
- Front-end developers
Back End Requirements: PROCESSES
- Assortment selection and forecasting
- Descriptions
- Attributes
- Images
- DAM
- CMS
- Related items
- PPC management
- eMail marketing
- Social marketing
- Promotions
- Creative
- User Experience
- Descriptions
- Attributes
- Images
- DAM
- CMS
- Related items
- PPC management
- eMail marketing
- Social marketing
- Promotions
- Creative
- User Experience

Tips and Tricks of the Trade!
• Don’t let your customer journey
map end in the drawer
• Get design help - Convert your
map into an visual engaging format
• Hang it up on your office wall
• This should not be a set and forget
exercise – revisit and update your
customer journey map frequently

Thank You!
transformation@fitforcommerce.com

#RSP18
Q&A / Speakers
Terri Pucin
FitForCommerce
transformation@fitforcommerce.com
Andrew Gaffney
Retail TouchPoints

#RSP18
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Join Our Next Session: Location Intelligence - A Critical Tool in Retail
Performance Management
webinars.retailtouchpoints.com/retail-strategy-and-planning-series/2018/
September 18th
12:00 PM Eastern

Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Experiences

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