Compare and Evaluate the Customer Journeys of H&M and ASOS

Student ID
Course details
Module Title
Module Code
The Module leader’s name
Deadline date
Word count
1

Compare and Evaluate the Customer
Journeys of H&M and ASOS
2

Contents
Introduction................................................................................................................................4
Research and Analysis of Evidence...........................................................................................4
Structure of customer Journey through the buying process of H&M and ASOS..................5
Structure of customer journey................................................................................................5
Evaluation of the structure of the website of ASOS and H&M...............................................11
Conclusion................................................................................................................................12
References................................................................................................................................13
3

Introduction
Customer journey depicts the entire experience of a customer while interacting with a
company, brand or product. Customer journey involves need assessment, product search and
the entire interaction which the customer holds with a product with the aim of purchasing it
or knowing about it (Kalbach, 2016). In digital dynamics of online shopping, mapping
customer journey is as important as traditional retailing. As per Temkin, (2010) a typical
customer journey during online shopping experience involves entry or site landing, browsing
or product discovery, basket or cart management and engagement.
It would be interesting to examine and evaluate the customer journey of two companies
offering online shopping to its customers. For this purpose, H&M and ASOS have been
chosen. H&M is a clothing retailer based in Sweden (H&M, 2019). The firm specialises in
fashion apparel and has stores in 62 countries along with online shopping platform. ASOS is
a British online fashion and cosmetics store providing dedicated online shopping experience
to its customers (ASOS, 2019). Both these firms provide online shopping expertise of similar
products; hence, customer journey can be compared and evaluated for them.
Research and Analysis of Evidence
The phenomena of customer journey have evolved over time and has gone through various
trends in different time periods. In the view of Lemon & Verhoef, (2016) The AIDA model
or awareness, interest, desire and action model are the most popular model for assessment of
customer journey in traditional market place.
In the internet setting customer journey involves awareness, search, evaluation, decision,
purchase, support and rewards (Chaffey & Ellis-Chadwick, 2012) Following is a typical
customer journey model followed by most businesses.
4