Consumer Behaviour and Customer Journey in Fashion Retail

This report analyzes the behaviour of consumers in a fashion retail market and focuses on the customer journey and experiences. It discusses pre-purchase considerations, purchase considerations, and post-purchase considerations. Recommendations are provided for store managers to improve the customer journey and purchase experience.

JD Sports Fashion PLC is a fashion retail company that is based in Bury, Greater Manchester, England. The JD Sports
operates its retail shops throughout in UK. This company mainly deals in clothing and sportswear accessories and provides
employment to 32,125 employees. The present report aims at analysing the behaviour of consumers in a selected market place. Then
report focuses on explaining about the customer journey and experiences. Further some recommendations are made for store manager
in order to bring improvements in customer journey and purchase experience.
Pre-purchase considerations and issues - Pre-purchase considerations refer to the factors that are considered by consumers before
buying the products from marketplace. The perception and decision-making process have a continuous flow of interactions with
various influencing factors and behavioural actions. Pre-purchase considerations may involve analysing and comparison of product
alternatives or variations, its quality and product brands.
Purchase considerations and issues - After getting influenced by many different factors and element the consumers select a store for
having a purchasing and shopping behaviour. The behaviour and perception of consumer is also influenced by the in-store
environment. The purchase experience and behaviour of consumers also gets influenced by many factors that are present in the store
Post-purchase considerations and issues -The post-purchase experience refers to the stage of consumer's decision process where
consumer takes additional action which based on their purchasing satisfaction or dissatisfaction. The experience, behaviours and
activities that follows purchase are involved in post-purchase behaviour. Generally, after shopping or purchasing some product the
behaviour and experience of consumer is dissonance.
Recommendations for store manager
The Store manager needs to focus on improving the customer journey and purchase experience so that it can also satisfy them.
The store manager of JD Sports needs to focus on improving its in-store facilities and environment so that it can lead to make
customers more satisfied and also enrich their customer journey. JD Stores can improve the customer journey and purchase experience
by justifying the sale with social proof. This means that store can provide customers with social proof and make customer satisfied that
they have made a good decision and it leads to justify their purchase experience with logic.
The JD Sports can also provide the customers with gifts and offers as it will lead to bring happiness and satisfaction to
customers and they will not regret their purchasing experience. Giving gifts and offers is considered as the long-established way for
boosting sales as well. The store manager can also improve the customer journey by providing effective training to staff for handling
different types of customers such as disgruntled ones. Staff treating customers effectively and also treating them as if they are boss will
lead to provide more satisfaction to customers and improves purchase experience. In-store environment needs to be developed in order
to make it more beautiful, attractive and satisfied so that it leads to improve the customer's purchasing experience.
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