Ted Baker
Ted Baker deals in a variety of brands for both men and women. Particularly, the company offers clothes varying from dresses, jackets, trousers. In addition, the company supplies bags and shoes for both genders. For this particular consumer journey, the paper shall consider consumer experience in shoes as a brand offered by the company. According to Lemon and Verhoef (2016, p. 87), consumer experience is very important and effective especially in attracting the customers and showing how important they are to the company. In addition, the customer journey maps provide end-to-end experiences for the customers so that they have a visualized view of the company. Actually, the maps avail visual experiences to the consumers about the company and its brands. As a result, the company boosts its business due to the interaction the consumers gain through the journey maps. Consumer journey maps are therefore, effective tools that offer consumer visualized holistic experiences through all touch points and networks. They also add important insights to the way the company handles its customers. A consumer journey map contains the following components.
Persona
From the research, James Barrow is a frequent customer of the Ted Bakers. Barrow is a lover of black leather sharp shooter boots. He works as a journalist, a career that compels him to dress smartly with trending new fashions. He has a girlfriend, a soldier, who first aroused his interest for the boots. His major skill is video editing. Barrow's main goals include finding reliable shoe outlet that avails fashionable and trending boots to him. He also aims to find unique and affordable shoes that suit his interest as well as his career. Contrary, he feels frustrated by his fear of getting low quality and common boots. He is stylish man who loves unique and outstanding wear.
Customer Journey Phases
This paper summarizes the customer journey into main phases. The first phase is awareness. According to Mr. Barrow, he learnt about Ted Baker from shoppable video on the internet. According to (Gilliland 2017), Ted Baker has in the past, avoided traditional ways of advertising, and embarked on using digital and social media sources to throw its adverts to the customers. The video attracted Barrow just as it does to so many customers. With the video, Barrow had experience with various brands offered by the company. Besides, he did not have to research more as the video provided confessions of other customers about the products as well as fascinating images of the products.
The second phase entails his visit to the shop. Ted Baker majors on brands that are attractive and outstanding. When Barrow visited Tokyo, he went to the Tokyo outlet and found a fascinating look of a cab like booth. Ted Baker decorates its shops to give visual attraction to its Customers across the globe (Gilliland 2017).
The third phase entails across tour of the shop and final purchase of his favorite boots. Ted Baker ensures that all its products are of a high quality. As he goes to the counter to pay, barrow observes that the shoes are indeed unique and of quality.
The last phase is provision of feedback. According to Lemon and Verhoef (2016, p.72), every business intends to provide customer services that leave them satisfied so that they come again. Moreover, positive feedback is very important for any business. As a result, Ted Baker tries to offer brands and services that compel the customers to provide positive feedback upon purchase of its customers. Through its Instagram page, Ted Baker provides a platform to interact with its customers across the globe. Moreover, the platform enables the customers to give a direct feedback on the nature of the products they buy from the company. It also enables the company to collect customer views that help in improving the quality of products they offer to the customers (Latiff and Safiee 2015, pp.15). The Instagram also allows the customers to share the impression with friends, relatives, and other potential customers.
Customer Goals
Barrow's goals vary from one phase of the consumer journey to another. In the first phase, his main goal was to find a reliable and impressive shoe outlet that offers him quality and unique sharp shooter boots. In the second phase, James Barrow targeted to locate the shop easily and find a convenient parking lot. For the third phase, Barrow hoped to find friendly and effective customer care who would direct his tour across the shop. Besides, he targeted to find the boots he previously watched in the video the company poses to persuade its customers. Lastly, Barrow had a goal to find a universal platform where he could immediately share his experience with friends and colleagues. Having purchased one of the trending and envied brands, for sure he wished to share his feelings even with the company itself.
Touch Points
Ted Baker uses retail touch points that include 360-degree video, shoppable video, and Instagram stories (Mowat 2017). The company uses the touch points to create a global campaign on its impeccable brands. According to (Mowat 2017), the touch point contents provided in these media underscore emotional attraction of the viewer so that each of them is persuaded to buy the company products. The Instagram stories for instance, enables the audience to interact with the characters and insights them a chance to win prizes. Indeed, Barrow's decision to buy from the brand was persuaded by the content displayed through these channels.
Problems and Ideas
Vedenin (2017) states that including this section in the consumer journey map enables the company to identify the challenges the customer experienced while at the outlet or before reaching the outlet. For Barrow, he realized the shop did not have major signboards that could lead him to the shop although he reports prompt direction on the company's website. Again, Barrow realized the company offers incentives that encourage many customers to view the whole episodes of the 360-degree video and the Instagram stories.
Visual Representation
Conclusion
This customer Journey map entails the experiences of James Barrow who learnt of Ted Brand from its online video contents. Recording the experience is very important for the company as it encourages other customers to buy from the company.
References
Gilliland N (2017). ‘Four lessons retailers can learn from Ted Baker’s international growth.’ Retrieved from Econsultancy on October 17, 2018. https://econsultancy.com/four-lessons-retailers-can-learn-from-ted-baker-s-international-growth/
Latiff, Z.A. and Safiee, N.A.S., 2015. New business set up for branding strategies on social media–Instagram. Procedia Computer Science, 72, pp.13-23.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), pp.69-96.
Mowat J (2017). ‘Spotlight on fashion brand Ted baker’s video strategy.’ retrieved from Hurricane on October 17, 2018. https://www.hurricanemedia.co.uk/blog/news/spotlight-fashion-brand-ted-bakers-video-strategy/
Vedenin Y (2017). ‘Customer Journey Map – Step-By-Step Guide with Examples.’ Retrieved from Uxpressia on October 17, 2018. https://uxpressia.com/blog/customer-journey-map-guide-examples#Step_I_Define_Your_Persona
