Customer Journey Evaluation: H&M and ASOS Online Shopping Experience

This report provides a comparative analysis of the customer journeys offered by H&M and ASOS, two prominent players in the online fashion retail market. The study begins with an introduction to customer journey models, emphasizing the importance of mapping the entire customer experience from initial need recognition to post-purchase engagement. The analysis is structured around key stages of the customer journey, including site entry, product discovery, evaluation of product descriptions, cart management, payment and checkout processes, and post-purchase engagement. The report evaluates the website structures of both companies, focusing on their ease of navigation, product search functionalities, and the clarity of product descriptions. It also assesses the efficiency of their payment systems and the effectiveness of their post-purchase engagement strategies, such as customer feedback mechanisms and loyalty programs. The conclusion summarizes the strengths and weaknesses of each company's approach to customer journey management and highlights areas for potential improvement in enhancing customer experience, loyalty, and purchasing behavior. The report is based on the assignment brief which requires students to compare and evaluate the customer journeys of two e-commerce businesses.