Customer Journey Case Study 2022

RUNNING HEAD: CUSTOMER JOURNEY 0
customer JOURNEY
Student’s Details-
MARCH 27, 2020

CUSTOMER JOURNEY 1
Contents
Introduction......................................................................................................................................2
Customer Journey Model.................................................................................................................2
Customer Journey in Online Retailing Environment.......................................................................2
Site Landing.................................................................................................................................3
Product Discovery........................................................................................................................3
Product Presentation....................................................................................................................3
Cart Management.........................................................................................................................3
Checkout......................................................................................................................................4
Recommendations for Improving Websites....................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

CUSTOMER JOURNEY 2
Introduction
Customer journey is regarded as the understanding of the behavior and the actions of the
customer while making the purchase. Similarly, customers go through the process of online
retailing wherein the customers view the product and makes the buying decision which enhances
shopping experiences (Klein, et al., 2020). Here, the report is based on the customer journey of
two online retailing websites which are chosen to be Wiggle and Etsy.com which are the
business-to-consumer websites. The report is prepared through the application of the customer
journey model and the evaluation of customer touchpoints in the online retailing environment.
Also, the improvements in the website of both of the retailing businesses are also being given.
Customer Journey Model
Customer Journey Model states the five main phases which the customer goes through while
making the buying decision. This can certainly be seen in the case of the e-commerce websites in
which customers places the order by getting convinced by the features of the website. First phase
under the model is awareness wherein the companies make the awareness of the brand through
the use of the social media and advertising campaigns (Lemon & Verhoef, 2016). The second
phase is consideration which is concerned with the creation of better impression in front of the
customers by the adding up of the attractive filters and making sure the product availability for
meeting the customer demands. Third phase under the customer journey is conversion wherein
actual purchase is made in which the process system and the customer service are carefully
checked for creating good shopping experience for the customers (Edelman & Singer, 2015).
Fourth phase tends to focus on the retention in which business focus on building a loyal customer
base through the quality of customer service. Final stage in the customer journey is the advocacy
which is associated with the development of long-lasting relationships with the regular customers
(Michael, 2020). All of the five phases can be seen in the online retailing environment as well
which decides the touchpoints of the customer through the website feature.
Customer Journey in Online Retailing Environment
When the customer visits the website, there are sequences of experiences faced by the customer
which influences the purchase decision. In online retailing environment, customer touchpoints

CUSTOMER JOURNEY 3
are identified by the website features and processes which compels the buyer to place the order
be connected with the brand (Siddiqua, 2017). The following are the five stages of customer
journey in e-commerce website such as Wiggle and Etsy.com through comparing and contrasting
their website features.
Site Landing
At this stage, customer makes the first land onto the website wherein the customer is attracted by
the SEO strategy adopted and the offers and promotions used by the business. By comparing and
contrasting the features of both of the websites it can be noted that the site landing page of
Wiggle is highly attractive and shows a good range of Vitamin C (Wiggle, 2020). Comparing
this with Etsy.com has made use of the attractive landing page and fascinating home page which
has created interest within the customers.
Product Discovery
This stage is related with the building up of the customer impressions through the website
features such as the customized options through the filters and the option of sorting the orders
adds to their experiences in online shopping. Moreover, Etsy.com has made use of 3500+filters
and have countless product categories which has added to the customer experiences while
running the website (Kaufman, 2019). By making comparison to features of Wiggle, the website
has also browsing categories and have sorting and filtering options for various sports apparel and
equipment.
Product Presentation
This stage is based on the presentation of the products which includes the attractive images,
option of product reviews and the price options which are the key features while placing the
orders. Etsy.com has quality product presentations in which the size of the product image which
are available in different sizes which the sellers can choose that ultimately lead to the quality
images to be displayed to the customers (PicMonkey, 2019). Comparing the website features
with the Wiggle, it can be noted that the brand has used the quality of the images through
different product configuration and the easy made pricing options which is the touchpoint in the
customer journey.

CUSTOMER JOURNEY 4
Cart Management
Cart management is related with the website features of shopping options and the wishlist tab
and other recommendation options for the enhanced shopping experiences of the customers. The
cart management of Wiggle is less effective as it makes automatically the shipping price.
Moreover, wishlist is effective wherein the customers can add the products easily (Wiggle.co,
2020). Similarly, this feature in the e-commerce website of Etsy.com can also be identified
wherein it has shipping options and shopping cart which adds to the experience of the customers
while placing order.
Checkout
Last phase under the customer journey for online retailing is checkout which includes the
features such as guest shopping, different payment options and the tracking of the order. Wiggle
has the checkout tab wherein the customers can easily check for the payment methods through
which they want to make the payment of the products and also allows the customers to
seamlessly track the order (wiggle.co.nz, 2020). Also, comparing it with features of Etsy.com, it
can be noted that website has guest checkout option and also has the easy checkout options for
the convenience of the customers.
Post purchase is also an important component of the customer journey which seeks to build the
relationship with the customers through engagement(Zorfas & Leemon, 2016). Etsy.com has
facilitated superior customer service for the customers which has ultimately led the company to
improve the brand engagement and which has also led to the higher customer service experiences
(Svehaug, 2019). The post purchase features can also be seen in case of website of Wiggle which
facilitates the higher quality customer experiences and also provided the loyalty reward points
for the building up of the ongoing relationships with the customers.
Recommendations for Improving Websites
Both Etsy.com and Wiggle can improve their website experiences through a number of
recommendations for getting the higher traffic and also facilitation of the high-quality services
which could add to the shopping experiences of the customers (Qi, et al., 2016). First
recommendation which can be given for the improvement of customer journey is the use of
attractive landing page and the facilitation of promotions and discounts which can be useful in

CUSTOMER JOURNEY 5
the getting of the higher customers onto the website. The second recommendation for the
improvement of the website can be given through the use of keywords which can be helpful in
getting various filtering options and which can also be helpful in the improvement of product
search categories (Tontini, 2016). Thirdly, both of the websites should make use of the attractive
product images and also making use of the ordering and sorting options which can be helpful in
getting the products as per the customer needs. Also, use of better descriptions of products which
can lead to the configuration of the prices through the compelling reviews and recommendations.
Fourthly, the companies should make use of the appropriate cart and the management of the
shopping cart and the related services which can certainly lead to the superior shopping
experiences of the customers where customers can easily manage their orders and the place it
successfully. Lastly, websites should have an easy made checkout which can lead the customer
to easily and safely place the order through the easy made checkout options. After sales service
is also an important component of website experience in which the websites should provide the
quality of the customer services for solving their queries and building strong relationships with
them (Harrison, 2016).
Conclusion
To conclude, it can be said that understanding of customer journey is important in the e-
commerce website in which the business can evaluate the touchpoints into the customers
journey. Moreover, the application of customer journey model is helpful in the examination of
various stages that the customer goes through while visiting the website. Here, the report is
prepared on the customer journey of e-commerce websites which are Wiggle and Etsy.com and
the ways by which both of the companies have made their website experiences better through the
application of the customer journey model. Also, the report has also highlighted the specific
improvements that both of the companies can make to improve the shopping experiences.

CUSTOMER JOURNEY 6
References
Edelman, D. & Singer, M., 2015. Competing on customer journeys. Harvard Business Review,
93(11), pp. 88-100`.
Harrison, K., 2016. 7 Quick Improvements Your E-Commerce Site Needs Now. [Online]
Available at: https://www.forbes.com/sites/kateharrison/2016/08/24/7-quick-improvements-
your-e-commerce-site-needs-now/#4a4fcaf11642
[Accessed 27 March 2020].
Kaufman, Y., 2019. An Introduction to Structured Data at Etsy. [Online]
Available at: https://codeascraft.com/2019/07/31/an-introduction-to-structured-data-at-etsy/
[Accessed 27 March 2020].
Klein, J. et al., 2020. Customer journey analyses in digital media: Exploring the impact of cross-
media exposure on customers’ purchase decisions. Journal of Service Management.
Lemon, K. & Verhoef, P., 2016. Understanding customer experience throughout the customer
journey. Journal of marketing, 80(6), pp. 69-96.
Michael, 2020. How to Enhance Customer Journey in E-commerce. [Online]
Available at: https://freshdesk.com/ticketing-software/enhance-e-commerce-customer-journey-
blog/
[Accessed 26 March 2020].
PicMonkey, 2019. All About Etsy Image Sizes. [Online]
Available at: https://www.picmonkey.com/blog/all-about-etsy-image-sizes
[Accessed 27 March 2020].
Qi, J., Zhang, Z., Jeon, S. & Zhou, Y., 2016. Mining customer requirements from online reviews:
A product improvement perspective. Information & Management, 53(8), pp. 951-963.
Siddiqua, M., 2017. Typical Stages of a Consumer Journey in e-Commerce. [Online]
Available at: https://www.arpatech.com/blog/typical-stages-consumer-journey-e-commerce/
[Accessed 27 March 2020].

CUSTOMER JOURNEY 7
Svehaug, K., 2019. 7 Strategies for Exceptional Customer Service. [Online]
Available at: https://www.etsy.com/seller-handbook/article/7-strategies-for-exceptional-
customer/25540177187
[Accessed 28 March 2020].
Tontini, G., 2016. Identifying opportunities for improvement in online shopping sites. Journal of
Retailing and Consumer Services, Volume 31, pp. 228-238.
wiggle.co.nz, 2020. Payment Methods. [Online]
Available at: https://www.wiggle.co.nz/h/option/payment
[Accessed 29 March 2020].
Wiggle.co, 2020. My Wishlists. [Online]
Available at: https://www.wiggle.co.nz/mywishlists
[Accessed 29 March 2020].
Wiggle, 2020. Vitamin C. [Online]
Available at: https://www.wiggle.co.uk/vitamin-c/gym-recovery-landing-page/
[Accessed 29 March 2020].
Zorfas, A. & Leemon, D., 2016. An emotional connection matters more than customer
satisfaction.. Harvard Business, Volume 29, p. 2016.