Consumer journey mapping

The rise of digital technologies and social media has made it more important yet also more challenging for brands to deliver exceptional experiences and well-designed customer journeys. Consumer journey mapping is therefore becoming an increasingly important tool for identifying changing consumer goals and expectations, as well as understanding how they think and feel at every step. This allows you to design experiences that ultimately lead to higher conversion and loyalty. 

We create journey maps that let you see the full brand experience through your consumers’ eyes, whether in a B2C context with end consumers or B2B with professionals.  

Here’s our success formula for creating actionable journeys: 

• Inside out: We ground journey maps in the reality of your business. The maps must influence how you interact with consumers and should be built with your existing tools, structures, and technologies in mind. 

• Outside in: Journey mapping must reflect your consumers’ perspective, not just internal assumptions. We bring in our expertise to ensure these maps are rooted in consumer reality. 

• Action-oriented: Creating a customer journey map is just the first step. Every subsequent step should focus on action. Once the map is created, we help your team build a plan for immediate implementation, with next steps for activation and ways to measure improvements. 

 

Shopper strategy

The world of commerce is now more dynamic than ever with the rise of e-commerce, omnichannel, mobile, AI and social media.  Every purchase is an experience, and decoding that experience is the key to unlocking relevancy, sustainable growth and profitability. This is where our ‘Shopper strategy’ solutions come in. 

Gone are the days of looking at shoppers and consumers as separate entities. Today it’s about understanding the whole human during the whole shopper experience. In an omnichannel world, every part of the purchase funnel can occur anytime, anywhere. Therefore, truly ‘phygital’ retail activation is essential for delivering a seamless experience. 

We help you with: 

P2P mapping 

• Choice-based modeling to understand decision factors 
• Defining and prioritizing Jobs-To-Be-Done, supercharged by AI 

Category strategy 

• Deep qualitative immersions: safaris, missions, mobile ethnos 
• Opportunity mapping  
• Layering in behavioural data 

Retail activation 

• Crowdsourcing shopper activation concepts 
• Creating compelling consumer selling stories 
• Bringing VR out of the lab and into online surveys 

Digital experiences 

• Taxonomy optimization 
• Website and app testing  
• Passive metering and website tracking 

Product and service experience

Consumers seek product and service experiences that genuinely enhance their lives, leaving little tolerance for anything that falls short of their expectations. As disposable incomes come under increasing pressure, the challenge for brands intensifies, requiring them to deliver exceptional value and performance. 

To remain competitive and profitable, brands must elevate their performance in the moments that matter most to people. We utilize various frameworks to support you in this endeavor, including: 

• Jobs-To-Be-Done: We identify the primary and related tasks (or needs) your consumers are trying to fulfil and the optimal performance levels they expect. Through workshops, we then provide a needs-based framework and language that your product and service teams can all agree on.  

• 7 Ps framework: The 7 Ps framework (Product, Price, Place, Promotion, Performance, Process and People) is an essential strategy tool to help brands evaluate their marketing mix elements in line with consumer expectations. This approach allows for the development of a distinctive and competitive offer that satisfies consumer needs.