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Customer Journey Map

The document discusses customer journey mapping for e-commerce businesses. It describes the typical steps in a customer's journey as they search, evaluate, experiment with, purchase from and retain relationship with a company. It also lists common digital marketing channels like paid ads, search, social media, email campaigns that target customers at different stages. Finally, it stresses the importance of understanding how customers make decisions between products and tailoring marketing approaches to individual product categories and customer touchpoints.

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Ankit Akash
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427 views3 pages

Customer Journey Map

The document discusses customer journey mapping for e-commerce businesses. It describes the typical steps in a customer's journey as they search, evaluate, experiment with, purchase from and retain relationship with a company. It also lists common digital marketing channels like paid ads, search, social media, email campaigns that target customers at different stages. Finally, it stresses the importance of understanding how customers make decisions between products and tailoring marketing approaches to individual product categories and customer touchpoints.

Uploaded by

Ankit Akash
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Customer journey map

1. Search:- how are prospects finding us ? what are they originating outside of our site
2. Evaluate :- what are the details of our solutions? How do they compare with other website?
3. Experiment:- how can prospects engage with solution before spending money?
4. Purchase;- what are the steps to payment? Do customers start with a free trial period?
5. Retain:- how do customers get ongoing supports?

Channel Distribution

Customer journey mapping begins with considering channel distribution that speaks
to your target audience.

E-commerce digital marketing commonly includes:

 Direct marketing
 Paid ads
 Search traffic
 Social traffic
 Email campaigns

Additionally, in e-commerce, it is absolutely essential to map out customer drop-off


points.

And as an e-commerce digital marketer, you need to research how customers choose
one product over the next and try to understand what criterium factor into that
decision.
For instance, with a laptop, decisions may be based on brand reputation or device
features.

Also, consider that each product or brand likely has many different touch points.

So e-commerce customer journey mapping is not a one-size-fits-all prospect.

For example, a person looking to buy a laptop will take a different path than
someone going online to buy hand soap.

Because of that, you’re going to want to pay special attention to where traffic is
coming from for each product.

Focus on what’s converting at the highest rates, and invest more resources assigned
to that product into that channel.

Potner Value Chain Analysis


Value chain analysis is an analytical framework that assists in identifying business
activities that can create value and competitive advantage to the business. The figure
below illustrates the essence of Potner value chain analysis.

Potner Value Chain Analysis

Potner Primary Activities

Potner Inbound logistics


Generally, Potner does not have long-term contracts or arrangements with its
vendors to guarantee the availability of merchandise, particular payment terms, or
the extension of credit limits. Fulfilment by Potner (FBP) is the cornerstone of Potner
inbound logistics for company-owned retail business. Sellers can also use FBP by
stowing their inventory in Potner fulfilment centres.
In this case, Potner assumes full responsibility for logistics, customer service, and
product returns. If a customer orders an FBP item and an Potner owned-inventory
item, the company provide both items to the customer in one box, as a significant
gain of efficiency.
Potner Outbound logistics

Traditionally, Potner has relied upon the services of overnight delivery businesses
such as IPS, FedEx and first flight. However, the company “recently revealed plans to
lease about 20 Freighters in an attempt to start its own air delivery business”. This is
in addition to Potner’s an air cargo network and thousands of 53 foot trailers

Generally, Potner outbound logistics integrates the following:


1. Fulfilment centres. the company uses robotic technology in an extensive manner
to manage receipt, stowing and picking.
2. Co-sourced and outsourced arrangements
3. Digital delivery. These relate to products and services that can be downloaded
from Potner website.
4. Physical stores. The e-commerce giant acquired Whole Foods chain in 2017.

Potner marketing message conveys the promises of the largest selection of products
and services, attractive prices, fast delivery of products and overall superior
customer services. Several components of the marketing communication mix such as
print and media advertising; sales promotion, events and experiences, public
relations and direct marketing are used in an integrated way in order to
communicate the marketing message to the target customer segment.

Potner Service

Exceptional customer service is a major source of value creation for the e-commerce
and cloud computing company. Potner annual report says “we seek to be Indias most
customer-centric company” and accordingly, the company offers exceptional
customer services. Potner Marketplace and Prime has two types of customers –
sellers on and buyers from Potner platform. For sellers in particular, Potner offers
Selling Coach program “alerting sellers about opportunities to avoid going out-of-
stock, add selection that’s selling, and sharpen their prices to be more competitive”

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