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Customer decision journey for The Bath and Body Works, Shower gel,…
Customer decision journey for The Bath and Body Works, Shower gel
Triggers
TP1: Store purchase
Testers
Instagram pop up ads
Research on google
Variety of fragrances
Has normal skin type
Suggested by friends
Packaging of The bath and body works
Seasonal change- Winter leads to dry skin
Youtube ads
Pop promotions
Blogs and Influencers
Features of the shower gel
Magazine editorial
Saw new type of shower gel in the store
Irritation of the skin
Word of mouth
Saw it in friends house
Testimonials of young adults
Discounts and offers
Existing shower gel got over
Comparing other shower gels
TP2: Shopkeeper- Comparative analysis
Attractive packaging
Samples
Additional products apart from shower gel to tackle the triggers
Event promotions
Past experiences
Combo offers
Alternative to shower gel- Body scrubs
Online & offline reviews- recommendations from choice of brands
In store offers and discounts
Beliefs
Last seen advertisement
Informing about new products in the store
TP3: Location based recomendations
Direct recommendations
Whatsapp/ SMS
Availability
Ease of buying
Last minute recall
Sampling with intension to "try"
Giveaway/ promotions
Brand intervention
Shortlisting of products
Post purchase experience
Satisfaction of the product
Easy returns
Comparison with previous shower gel
Packaging satisfaction
Further recommendations
Reduced usage of alternative products- excess use of moisturizer
Quality of the product
Reduced wastage of soap
Justifying the choice
Visible difference in the skin
Want to try all varients of shower gels
Loyalty Loop
Overall experience
Worth the price
Design
Didi it last enough
Packaging
Usage
Disposal/ No repurchase
Bad reviews of the products- online/ offline
Repurchase
Reduce the price
Add to the monthly purchase list
Increase the quatity
Loyalty generation triggers
Following on social media
Recommendations- Online/ offline
Write a feedback form
Post on social media
Share experience
Biased initial consideration set
Better quality & quantity than other brands
Top of the mind recall
Value for money
Other loyalty behaviour
Gifting someone
Discussing the shower gel with someone
Validation of the product
Revisiting the store with a friend
Brand intervention to promote loyalty
Moment of purchase
Packaging
Brand intervention
Damaged good
Information regarding the brand
Delay the purchase/ Expection of better pricing
Customer complains
Mode of payment
Hidden taxes/ cost
Purchase interruptions
Sales personnal
Service at the store
Technical failure from the store
Regression to known brands
Shwetali: Student; 21 year old; lives in Mumbai