The linear journey
As conventional wisdom has it, the consumer’s interaction with a brand or a retailer can be mapped into a journey. I first hear about some product from an ad or from a friend, and if the product resonates with my needs, I consider purchasing it. I walk into the store, I buy the product and, if my overall experience with it is positive, I will become a loyal customer.
So at the most basic level there are four critical points in the journey: awareness, interest, consideration, purchase and loyalty. These points are usually represented along a straight line, as in the picture below.
Of course, this is a very basic model. There are far more interesting ways to represent customer journey.
