What customer journeys (really) say about the brand
Case study: Retail
Objective
In the post-COVID era, a major stakeholder in the retail sector needed to rethink its brand experience across all channels to adapt to rapidly changing customer expectations.
Approach
A qualitative approach combining online communities, digital and in-store interviews, employee interviews, and creative workshops enabled to gather multiple perspectives on customer journeys.
Impact
The study provided a detailed understanding of the customer experience, inspiring an innovation strategy and revealing opportunities to enhance customer relations and strengthen brand loyalty.
In-depth exploration of brand journeys
Understanding post-COVID trends in retail
The post-COVID cultural analysis helped shed light on changes in the retail sector and consumer expectations regarding omnichannel shopping. This step revealed the major trends in the industry and established a solid framework for understanding the journeys of both shoppers and non-shoppers.
Deep-dive into the heart of real-life experiences
By combining digital and in-store interviews, online communities, and conversations with employees, this approach revealed the richness of consumer experiences and shed light on what motivates, hinders, or inspires them, providing a clear understanding of their experiences.
Brainstorming ways to improve the experience
Co-creation workshops bringing together consumers and employees yielded concrete solutions to enhance the in-store and online experiences, while fostering a collective momentum that aligned stakeholders around shared priorities.
Comparing life paths and key moments
Customer journey maps were drawn up by incorporating emotions, behaviors, and touchpoints. They identified the “moments of truth” that shape the shopping experience and provided strategic direction to drive innovation and strengthen engagement.
By combining cultural insights with a holistic view of customer journeys, we have uncovered both the friction points and the creative opportunities that are redefining trust and brand loyalty.
Stéphanie Sandler
Ifop Marketing
Omnichannel consistency as a brand driver
The study provided an opportunity to rethink the brand experience across all channels in a post-COVID context. It showed how simple actions—such as a warm welcome, team expertise, and shared experiences—can transform customer perception. By strengthening consistency, trust, and satisfaction from one touchpoint to the next, these factors create value and foster a more lasting relationship with the brand.
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