«customer Journey» as a Component of Strategic Marketing

Abstract

The main factors influencing the formation of the main component of strategic marketing of the full cycle "customer journey" in terms of omnichannel strategy of retail networks were analyzed. The main aspects of obtaining customer experience and changes were discovered by identifying customers points of contact with the retail network on the possibility of appropriate changes in the marketing strategy of retail networks and their further adaptation to customer needs. Approaches to the study of customer experience and the application of the results of analysis in the communication strategy of trade enterprises in close connection with marketing channels were systematized. The "customer journey" schemes are constructed, which reflects the possible direction of movement from occurence of the need to the purchase using digital marketing channels. The results of estimating frequency of respondents' use of different variants of the "customer journey" with the confirmation of the hypothesis regarding the choice of optical strategy were presented.