Compare and Evaluate Customer Journeys in E-commerce Businesses

COMPARE AND EVALUATE THE CUSTOMER JOURNEYS* THROUGH
TWO DIFFERENT E-COMMERCE BUSINESSES OF YOUR

Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Customer engagement practices within and outside websites...................................................4
3.0 Calls to action............................................................................................................................5
4.0 Touchpoints...............................................................................................................................6
5.0 Content management.................................................................................................................7
6.0 Conclusion.................................................................................................................................8
References........................................................................................................................................9
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1.0 Introduction
Customer journey experience may be considered to be one of the most significant aspects of
marketing studies. The instant report deals with the analysis and evaluation of different aspects
of the customer journey experience in the context of two different business corporations namely
Ryanair and H&M.
Ryanair is a low-cost Irish airline company based in Dublin; whereas, H&M is a Swedish
multinational fashion retailer in clothing segments. The purpose of choosing these two
companies from different industry sector is to analyse the essence of marketing strategy that
revolves around customer journey experience and enhancement of the customer satisfaction
irrespective of the type of organisation.
At the very outset of the study, the researcher provides a brief introduction to the topic. In the
subsequent parts of the paper, a different concept like calls to action, touch points and also
context management has been evaluated with respect to both companies and a comparative
evaluation has been performed. Based on the discussion, the researcher finally provides a
concluding note.
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2.0 Customer engagement practices within and outside websites
It has been assessed that the primary goal of H&M is to improve its customers’ experiences by
customising its sites and applications and also creating greater integration of its store chains
through its both physical and digital channels. In the consideration of Kotler et al. (2015), it can
be noted that H&M has developed a new visual search feature for its customers, which allow
them to upload images from their social media accounts or phones to the H&M’s sites, wherein
return the customers would be offered similar style choices from the retailers. According to
Kingsnorth (2016), the brand has clubbed both its online and offline strategies to retain its
customer engagement. The chain had introduced a feature as “find in store” that allows its
customers to locate the items instore and purchase accordingly (Anderson, 2019). This option
has helped the organisation to maintain positive customer engagement.
On the other hand, significant improvements in the website of late are found in Ryanair.
However, the customer experience in term of the transaction is quite awful. However, the brand
has designed its shopping cart effectively to move the prospects well along with the purchase
funnel without creating much scope of distractions (Gleeson, 2019). Moreover, to make the site
more responsive in nature, the brand offers its customers a richer mobile experience when they
access to Ryanair.com. On the other side, beyond the website strategy, the brand has also
launched Ryanair Travel Credit, a new incentive scheme for customers, who book
accommodation. Herein, a customer who books hotel rooms or flight tickets through Ryanair
Rooms receives a 10% back in credit (Pre-Travel, 2019). The above strategy has been a smart
customer engagement effort strategized by the company has facilitated the customers to choose
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