Evaluating the Digital Journey: A Consumer's Experience with Myer and Asos

The assignment content discusses the digital journey of a consumer purchasing business shoes online from Myer's website. The report highlights the awareness stage, where the consumer runs a Google search for 'men shoes' and comes across Myer's website as the fourth result. The information search stage reveals that Myer's website offers a wide range of products with detailed descriptions, while Asos focuses on current fashion trends. The evaluation stage shows that Myer's website is easier to navigate and more professional in appearance compared to Asos. Finally, the post-purchase service stage notes that Myer sends confirmation emails and text messages about order pickup, providing a satisfactory customer experience.

Consumer digital journey map
1. Be sure to select a business where you are making a first ever purchase
2. Show focus on one particular sector of the retail, service process.
➔ General introduction about the product/service, its nature, and targeted customers of the
firm.
➔ Create a map (e.g. a diagram or flowchart) that shows your journey from need
recognition to post purchase service that you have received from the selected brand or
company. Specify each TOUCH POINT of your journey in the diagram.
➔ Critically discuss how the brand or firm uses a different e-marketing channel or tool in
each step of your journey. Your critical discussion should include both positive and
negative experiences that you had with the brand’s/ firm’s online presence. Your
discussion should also include the interaction of online and offline context if you have
used both the platforms (online and offline) while purchasing the product/service (i.e.
specify the TOUCH POINTS when you have gone offline and discuss why you have
done so.
➔ Recommend if there are other useful e-marketing tools that the brand or firm could use
to make your online purchase journey more rewarding. Discuss with examples how
these tools could facilitate your journey further. Your recommendation could be based on
competitor’s practices within the industry.
MAPPING CONSUMER DIGITAL JOURNEY
1. Introduction
This report will map the customer's digital journey when making a purchase through Myer’s
website.
1.1 Company Background
Myer confidently sits at the top of Australia’s largest department stores. The company is
represented by a staggering 67 retail stores distributed across the country’s prime spots. While
not a particularly early adopter of modern technology, Myer has managed to successfully enter
the digital landscape with an online store that is now optimised for mobile platforms. The store
has 11 product categories ranging from Menswear to Electrical Goods, however, for the
purpose of this report, the focus will be the Footwear department (Myer Today 2015).
1.2 Industry Overview
Online retail in Australia is a booming industry as it promises convenience, ease of use and an
incredible variety of choices. As of last year, the industry was estimated to be worth $22.1
billion. As far as Myer is concerned, the company has been able to translate its traditionally
brick and mortar business to an online platform. However, native online retailers stand as the
company’s fiercest competitors. Asos and The Iconic are the current leaders in this e-tailing era

as they are companies with an established reputation as fashion retail stores, but more
importantly they have been able to adapt to online consumer behaviour.
1.3 Target Market
Myer positions itself as a department store that provides a diverse range of average priced to
high end products. While the company does not have a specific target market, it advertises its
products with sales events and discounting to acquire customers and increase its market share.
2. Purchase Process
2.1 Need Recognition/Awareness
The first step in the purchase process need recognition, that is identifying if there is a need to
purchase. This recognition arises when a gap exists between the consumer's actual situation
and the ideal or desired one. The reason why the gap presents itself may be due to a change in
the actual situation, the ideal situation or both. In my case, I reached the state of awareness as I
came to the realisation that I needed a pair of formal shoes. This need can be classified as not
only a functional one, but also a social one as buying fashionable business shoes would help
boost my professionalism when delivering presentations at university.
2.2 Information Search
Finding information about the desired product or service is crucial guiding the consumer’s final
choice. Being a student on a limited budget, it was important for me to find out a pair of shoes
that would match my taste. Using Google as a search engine, I ran a search for “men shoes”.
The search results offered me several options and among the first four, Asos, The Iconic and
Myer were all present. At first, based on the available description of the web pages, I opted for
Myer as the title included the work ‘business’ which fitted my criteria of business-like,
professional shoes.
However, Halfway through my browsing session, I resorted to some external information
provided by a family member who had a good experience with the leading fashion company
Asos.
2.3 Evaluation
After collecting enough information, a comparison is made between the chosen alternatives to
find the product that is best suited for his needs. Myer and Asos both house a variety of shoe
brands, however while Asos’ focus is on the current fashion trends, Myer’s range of products
are not only fashionable but also timeless. The factors that prompted me to stick with Myer’s
website was the wider range of products accompanied by detailed descriptions, and the option
to pick up my online order in-store. My choice of product was therefore based on functionality
and convenience provided by Myer website as well as the more professional image it projected.
2.4 Purchase Decision

Having chosen the best alternative, the time comes for the consumer to make the actual
purchase. Buying a pair of shoes involves a low level of risk associated with it as if it does not
fit, there is always the option to exchange it. As I proceeded to checkout, I chose to pick up my
order at the nearest store as a matter of my own convenience. The payment options were
clearly stated and featured a link to the online payment gateway SecurePay where I entered my
card details rather without hesitation.
2.5 Post Purchase Behaviour
After the actual purchase, it is up to the consumer to assess whether his original need has been
met. This sentiment is manifested in the form of satisfaction or disappointment. If the consumer
is satisfied with his decision, it will most likely produce customer loyalty. On the other end, if the
consumer experiences disappointment, it might lead to a complete alienation of the company
from his future purchases. It is important to note that how the customer feels is mainly dictated
by the quality of post-purchase services. And keeping this in mind, Myer’s website offers the
option to create an account so as to allow for personalisation of the customer’s online shopping
experience. In addition to that, the Myer One card allows the customer to accumulate store
credits on every dollar spent.
3. Digital Journey Map
Pickup
purchased
product in-store
Receive
confirmation text
message about
order pickup
Post-Purchase
Service
Receive
payment receipt
by email
Effectuate
payment via
pop-up window
of SecurePay
Select preferred
delivery method
(i.e. in-store
pickup)
External
stimuli
Family member
suggests Asos
Evaluation
Compare
product
offerings and
prices of both
Purchase
Decision
Choose best
option on Myer’s
website
Browse
selection of
shoes on sale
Click on link to
Myer’s website
Enter email to
access
checkout
Information
Search
Run Google
search for ‘men
shoes’
Awareness
Need to
purchase
business shoes

4. Critical Analysis of Consumer’s Online Experience
Awareness
In this section of the report, I will be evaluating the overall customer experience through the
online purchasing processes as I proceeded to satisfy my need to get a fresh pair of business
shoes.
Information Search
After running a google search for ‘men shoes’, Myer’s website showed up as the fourth search
result on the results page, after The Iconic and Asos. This demonstrates that despite featuring a
wide range of products, Myer has been using SEO efficiently to show the most relevant content
to its potential customers. As for my part, the website description allured to me as the one that
would most adequately satisfy my current need simply by having the words ‘business shoes’ in
it.
While Asos did not prompt initial engagement on my part, I was swayed to browse through its
website by an external stimuli, i.e. through a family member who previously had a satisfactory
experience with the brand. As far as the first impressions go, Asos offered a greater variety of
choices than Myer. Pull-marketing tools such as sales promotion and free delivery were to be
seen on both websites and certainly grabbed my attention.
Evaluation
My evaluation was based on the experience I had on both websites. With regards to aesthetics,
Myer triumphed over Asos. The former’s website appeared less cluttered and easier to navigate
due mainly to its minimalistic choice of colours. My selection criteria for choosing a pair of shoes
depended solely on the price and appearance; the shoes had to fit within my $100 budget and
look professional. Once, I came up with an ‘evoked set’, my final choice was guided by the well
structured information available on each individual product. The ease of use and logical flow of
information throughout Myer’s website presented me with a cognitive experience. The only
negative aspect of the evaluation process was the time-consuming task itself, as without an
option to compare products, I had to navigate between pages often.
Purchase Decision
Myer’s website is equipped with a shopping bag icon where customers may view their selected
items and decide whether to continue shopping or checkout. Having made my final choice, I
clicked on the icon where I was given the options aforementioned. The web page instils a sense
of security and privacy in the customer’s mind with the text link ‘Checkout Securely’ highlighted
in bright red to create maximum impact.
In order to access the payment section, the customer has to either create an account or sign in
as a guest. The latter removes a barrier in the payment process by making it more convenient
for customers who are strapped for time. As delivery method, I was able to locate my nearest
store and pick it up on the next day thereby avoiding delivery costs. Finally, after choosing my
preferred payment method, I was directed to a pop-up window of the online payment service

gateway SecurePay to effectuate the actual payment. Here again, Myer’s diligent effort to
capitalise on the element of security and privacy can be observed.
Post- Purchase Service
Following payment, I received an email confirmation containing my billing information. The email
also acted as a ‘thank you’ message for choosing the brand. While signing in as a guest, I
chose not to receive any marketing emails. The final piece of interaction came in the form of a
text message informing me that my order was ready to pick up. The next day I collected my new
pair of shoes, and as expected, I did not receive any follow-up emails.
5. Recommendations
a. Increasing number of email subscribers
Creating alluring visual content and smart ads to encourage customers to subscribe to the
company’s emails will allow the latter to propel more information to the former, thereby also
creating more sale opportunities. Myer should direct its efforts to graphic design so as to come
up with exciting content that will produce an instant impact on its customers. In terms of smart
ads, Myer should carefully consider the wording of their ads or alternately provide an incentive
to sign up to its newsletter. For example, The Iconic offers an instant $10 voucher upon signing
up for its newsletter service. More subscribers will translate to better customer retention.
b. Online coupons
The inclusion of online coupons on Myer’s website would allow customers to to get discounts on
their purchases or alternately motivate them to buy particular products. The coupons might offer
free shipping, discounts and product bundling options in a bid to drive total sales up.
c. Comparison tool
A comparison tool integrated into the website design would allow customers to compare multiple
products without having to go back and forth between each product every single time. This
would make the shopping experience more convenient and efficient for customers. Having this
built-in tool makes for a point of differentiation for Myer’s website which will give it an edge over
its competitors.
References:
Myer Today. 2015. Myer.
https://www.myer.com.au/p/about-myer/the-company/about-us/content-myer-today/.
Keating, Eloise, and Cara Waters. 2015. 'Australia’S Top 20 Online Retailers:
2015'.Smartcompany. http://www.smartcompany.com.au/marketing/796-online-sales/46163-
australia-s-top-20-online-retailers-for-2015.html.

Addis, John. 2014. 'The Department Store Era Is Over'. The Sydney Morning Herald.
http://www.smh.com.au/business/intelligent-investor/the-department-store-era-is-over-
20140210-32bgq.html.