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Every year retailers pour billions of dollars into marketing campaigns to draw shoppers to their stores. With a dizzying array of advertising options, promotions, coupons and ‘trending’ tactics combined with increasing competition from online retailers, it’s easy to be unsure about the exact impact that the efforts have on sales. If your sales bucket isn’t overflowing, it is likely there are some revenue leaks that need addressing – before pouring in more water.

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Customer Journey Mapping is an innovative approach that leads to understanding customer insights, by “mapping” customer behavior, from brand awareness to initial consideration and purchase, through product usage and repurchase/referral.

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Customer journey mapping is a new method that is quickly gaining traction in the marketing industry. Journey mapping provides the means for businesses to understand customer behavior.

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Most businesses know it’s important to do some research about their customer base. Understanding how a potential customer thinks and acts during the brand determination and shopping experience is critical information for product development and marketing teams.

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It’s no secret that the lifecycle for typical B2B purchases is drastically more complicated than it was a decade ago. According to Forrester, 74% of business buyers are now conducting more than half of their research online before making an offline purchase.

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Leaders across virtually every industry want to increase employee engagement and lower attrition, especially as millennials continue to dominate the workforce.

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Understanding the journey a shopper/consumer (consciously or subconsciously) goes through on their path to buying a product is a helpful way to tailor marketing efforts and spending for the greatest impact. Companies should view shopper insights as potential actionable content. Using what we know about shopper behavior can help increase revenue per customer, reduce revenue attrition, and create more effective advertising and promotional budgets.

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Big data is one of the most prevalent buzzwords in technology, marketing research, and design - and for good reason. Quantitative, data-based research is an imperative part of any customer journey map to truly understand your customer’s path to purchase, as we’ve discussed in a recent blog post. With the proliferation of high-speed WiFi, smartphones, and free survey tools, quantifiable data has never been easier to collect and analyze.

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A consumer has many options for locating the products they want and need, and the internet plays a vital role in the behavior of consumers both through research and easier access to a supply of products. The ability for businesses to understand the difference between online and retail P2Ps, allow a company to do more with their online marketing strategies.

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In the world of journey mapping, industries like consumer packaged goods (CPG) can present a unique challenge. CPG brands - essentially, any product that is sold in a supermarket or big box retailer - are known as B2B2C, meaning they must keep the needs of both their retailers (businesses) and their end users (customers) in mind.

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