What does the "customer journey" in merchandising refer to?

The concept of the "customer journey" in merchandising encapsulates the entire sequence of interactions that a customer experiences with a product, starting from the moment they first become aware of it until they ultimately make a purchase. This journey often involves various touchpoints, such as advertisements, product displays, online reviews, and personal interactions with sales staff, all of which influence the customer's perceptions and decisions.

Understanding the customer journey is essential for effective merchandising because it allows retailers to optimize each touchpoint to enhance the shopping experience. By mapping out this journey, businesses can identify opportunities to engage customers better, address their needs, and ultimately facilitate a smoother purchasing process. This comprehensive view also helps in tailoring marketing strategies and improving product placement to align with customer behavior and preferences, thereby driving sales and fostering customer loyalty.