Future of the Retail Customer Journey: A Marketer’s Guide

What you’ll learn

With the retail sector facing unprecedented change, there has never been a more important time for the industry to meet the needs of customers in an increasingly digital culture.

The traditional purchase funnel is no longer an adequate model for marketers, with customer behaviour becoming less linear and predictable. This research introduces the Customer Journey Matrix as a tool for planning marketing activities and thinking about how emerging technology can be successfully harnessed by retailers.

In this report, we also consider how findings from the fields of behavioural economics and neuroscience can inform how digital marketers can optimise the customer journey.

The report sections include the following:

  • How customer decision journeys have been looked at in the past
  • Changes to the customer journey brought about by digital
  • New technologies that could further disrupt how brands interact with customers
  • The psychology of decision making
  • New strategies for the retail environment where physical and virtual realities blur.

The Future of The Retail Customer Journey is a well-written, rounded and incisive critique of the customer issues facing many marketers today. The author explains logically and clearly how advances in digital capability can influence the customer journey.

“This is a report that combines a sound understanding of technical developments with a clear focus on how those developments can drive incremental revenues. That all-round understanding is rare, and this is a must read for any CMO who wishes to understand how to harness rapidly evolving technology for the benefit of customers – and ultimately for the business itself.

– Richard Campbell, CMO, Mamas & Papas Limited

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Who is the report aimed at?

This guide has been written primarily for C-suite and marketers but is equally relevant for advertising and marketing teams.

Martin Talks author picture

About the author

Martin Talks runs Matomico, a consultancy that helps companies and organisations with digital transformation and innovation initiatives, and aims to demystify the world of advanced technology. He also develops technology through his company 10x Army. Before launching Matomico, Martin founded the strategic digital marketing agency Blue Barracuda, and was global digital lead at Draftfcb (now known as FCB).