How Customer Decision Journey through Customer Experience affects supermarket consumption

Abstract

The main objective of this paper is to investigate the influence of in-store supermarket purchase experiments concerning customer decision journeys through customer experience. To better understand consumers' interaction with the brand, businesses map the encounter from the beginning, awareness to the end, post-purchase, and highlight the essential touchpoints that may become crucial to improving customer satisfaction and enhancing customer loyalty. Customers are looking for a more personalised experience that focuses on their senses and emotions during the process. Leaving behind the old promotion methods through price and discounts and enhancing the importance of the human aspect of the purchase. The research seeks to provide a better understanding of how supermarkets can connect with the consumers through improved touchpoints during the experience in each of the stages of the customer journey, considering the pandemic impact. Analysing the more influential factors and offering insights and recommendations to promote customer experience in the store. The conclusion indicates the importance of human interaction, emotional satisfaction, sensory stimulation, and physical characteristics through the multidimensional experience in each journey phase