Guiding The Customer Journey: The Influence of Preferences, Curation and Relevance
My husband and I are very different shoppers. Whether in a big box store or looking at new cars, he wants his phone to be his digital assistant while I’m scanning for an available salesperson. He avoids ‘the approach’ of a human, preferring to compare products or check prices on the brand’s mobile site or app. He studies up on what he needs in the physical location. He wants to be left alone, until he doesn’t want to be left alone … and then he wants help right away. I’m the opposite. I prefer to be greeted up front. I like it when someone is there at The Home Depot entrance asking what I need help with today and directing me to the right aisle. If an associate is not available, I’m the customer dialing the toll-free number before menu-hopping across the mobile website to look for store FAQs which may or may not…