New Ideas in Marketing
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They must look to understand customer’s lifestyle objectives instead.

The author notes that retailers are making two fundamental mistakes with regard to customer journeys. One is being too channel specific and another is being incorrect in how triggers should be identified.

This piece states that retailers must be conscious of a “single –stream, one channel journey” being a rarity. They must also avoid being too narrow in how they define customer journeys. The article suggests that brands must think of triggers more as customer objectives.

And triggers themselves must focus on “value resonance” rather than a buying need. The author points out that, for example, a product malfunctions or breaks and opens the need for a new product. Such a “trigger” may not be enough for understanding customer journeys and so retailers must look beyond it.   

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[7 minute read]

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