The Consumer Shopping Journey

The Consumer Shopping Journey

3 min read Jul 12, 2022

As discussed in our initial blogpost, we are starting to dig into the end-to-end processes of a retail business.

As a company, when we started on this journey of end-to-end focus in the retail landscape, what we needed to understand first was retail's end user – the consumer. At the end of the day, the complexity of today’s retail environment has been created through consumer expectations.

In order to grow and maintain profitability, retailers need to keep their consumers happy and avoid stoppages in the infinity loop illustrated below:


As I have witnessed in my 10-year career as a buyer and a marketer, it is becoming increasingly difficult to do so. It all begins with the fact that consumers have hundreds of options, giving them the upper hand in this battle. They want to be able to shop when and where they choose, whether that is online, in store, on an app, or through a catalogue. They want to receive the product when they choose, they want to be able to evaluate the product they are interested in, they want to be able to use the payment method they prefer, and if necessary, they want to be able to return it in the most painless manner possible.

And last but not least, they want a personalised experience throughout this whole process. Whether it is personalised email marketing, product recommendations, or customer service that instantly knows why they are calling and what their issue is.

Giving them anything less than 100% satisfaction will result in the loss of a customer.

In order to combat this, retailers must have seamless front and back-end connections with data warehouses in between that will ensure clean data processing. Most of retailers try to create these connections by working with multiple software companies and digital agencies, and the results are almost always subpar, as there are always risks like integration problems and timely project delivery, as they are battling multiple companies and projects. We are happy to say we can help you avoid all these challenges, as with our hands-on experience and extensive internal work, we are now able to connect the points between multiple systems (ERP, CRM, Webshop etc.) and help you deliver a seamless experience to your customer.

Through these systems and integrations, we enable retailers to do the following:

  1. Deliver a smooth end-2-end journey that will lead to lifelong loyal customers, whether it is a B2B or B2C business (or both)
  2. Join multiple data silos into a single customer profile, with the focus on a single point of truth and golden record
  3. Create a personalised experience through the aforementioned single point of truth and utilisation of artificial intelligence
  4. Build customer segments and automate marketing activities
  5. Ensure customers can efficiently evaluate products and services through an integrated experience across various channels and platforms
  6. Build loyalty programs that make sense for each specific business
Without satisfied consumers who keep coming back, retailers face extinction, and the worst they can do is wait until it is too late.

If you want to learn more about any of the above, hit the Contact Us button at the bottom of this page and we will be happy to chat with you!

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About the Author

Marija Stanković

Business Development Manager