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Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies
Journal of Brand Strategy,
13
(3),
271-287
(2024)
Abstract
This paper delves into the application of customer journey mapping as a strategic tool for developing brand strategies for local food producers. Focusing on one product category, dairy value-added products, provides an opportunity to examine the dynamic and individual nature of customer experiences. By identifying both physical and online touchpoints, journey mapping enables an in-depth assessment of the multifaceted dimensions of the customer journey. The findings demonstrate distinct shopping patterns among three consumer cases: (a) a stalwart locavore, (b) a pragmatic locavore and (c) a budget-conscious local supporter. Within each customer journey, various key touchpoints come into play across the pre-purchase, purchase and post-purchase stages. Furthermore, cognitive, emotional, social, sensorial and behavioural responses are noted to varying extents. The findings suggest that customer journey mapping can offer vital insights for segmenting profitable consumers and tailoring brand marketing strategies to cater to different customer groups. This emphasises its potential role as an effective tool in developing robust brand strategies.
Keywords: customer journey mapping; tailored brand marketing strategies; consumer experience; sequential incident technique (SIT)
The full article is available to subscribers to the journal.
Author's Biography
Heejin Lim is a Professor with the Retail, Hospitality and Tourism Management Department at the University of Tennessee, Knoxville. She holds a PhD. Her scholarly pursuits encompass a range of topics, including customer experience management, local branding strategies and online consumer behaviour patterns. Recent contributions to academic literature include exploring brand–consumer interactions on social media platforms and delving into online consumers’ information processing. Currently, she is engaged in research projects focusing on customer journey mapping in contexts such as local food consumption and healthcare. In her investigations, she employs a blend of both qualitative and quantitative research methodologies.
Michelle L. Childs is an Associate Professor with the Department of Retail, Hospitality and Tourism Management at the University of Tennessee. She holds a PhD. Her research interests focus on understanding brand strategies and its effect on brand growth and recovery. Dr Childs’ research has been published in the Journal of Product and Brand Management, Journal of Brand Strategy, Journal of International Consumer Marketing, International Marketing Review and Business Ethics: A European Review.
Kaitlyn Sifford is currently a doctoral candidate in retail, hospitality and tourism management at the University of Tennessee. She holds an MS. Prior to this, she was a user experience researcher at Usability Sciences. Her areas of focus include customer experience management, critical disability studies and tourism studies.
