This report maps and analyzes a consumer's digital journey when purchasing footwear from Myer's online store, from initial need recognition to post-purchase service. It details each touchpoint, including information search via Google, evaluation of options, the purchase decision, and post-purchase behavior. The report critically examines Myer's e-marketing strategies, including SEO effectiveness, website aesthetics, and payment security, while also discussing both positive and negative aspects of the online experience. It recommends improvements such as increased email subscriptions, online coupons, and a comparison tool to enhance the customer journey, referencing competitor practices. The report concludes with a digital journey map summarizing the purchase process and provides references to support its findings. This analysis helps to understand the effectiveness of Myer's online presence and offers suggestions for improving customer engagement and sales.
![[object Object]](/_next/static/media/star-bottom.7253800d.svg)
