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Mapping Consumer Digital Journey for Myer's Footwear Department

Added on -2019-09-22

This report maps the customer's digital journey when making a purchase through Myer’s website for footwear department. It critically discusses how the brand uses different e-marketing channels or tools in each step of the journey and recommends other useful e-marketing tools that the brand could use to make the online purchase journey more rewarding.
| 6 pages
| 2282 words

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Consumer digital journey map 1.Be sure to select a business where you are making a first ever purchase2.Show focus on one particular sector of the retail, service process.General introduction about the product/service, its nature, and targeted customers of thefirm.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 oncompetitor’s practices within the industry. MAPPING CONSUMER DIGITAL JOURNEY1. IntroductionThis 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 OverviewOnline 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 MarketMyer 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 Process2.1 Need Recognition/AwarenessThe 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 Icame 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 SearchFinding 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 EvaluationAfter 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 BehaviourAfter the actual purchase, it is up to the consumer to assess whether his original need has beenmet. 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 MapAwarenessNeed to purchase business shoesInformation SearchRun Google search for ‘men shoes’Enter email to access checkoutClick on link to Myer’s website Browse selection of shoes on salePurchase DecisionChoose best option on Myer’s websiteEvaluationCompare product offerings and prices of both websitesExternal stimuliFamily member suggests AsosSelect preferred delivery method (i.e. in-store pickup)Effectuate payment via pop-up window of SecurePay Post-Purchase ServiceReceive payment receipt by emailReceive confirmation text message about order pickupPickup purchased product in-store

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