WRITE A PAPER DISCUSSING THE EVALUATION AND IMPROVEMENTS OF A WINNING CUSTOMER JOURNEY FOR A GLOBAL FAST FASHION RETAILER: CASE STUDY PLT (PRETTY LITTLE THING).
Evaluation of Customer Journey:
The customer journey refers to the path that a customer takes while interacting with a brand, starting from the initial discovery of the brand to the final purchase and post-purchase experience. In the case of PLT, the customer journey can be evaluated based on the following stages:
Awareness: This stage involves the customer’s initial discovery of the brand through various channels, such as social media, influencer marketing, and word of mouth. PLT has been successful in creating brand awareness through its collaborations with popular influencers and celebrities, which has helped to attract a younger audience.
Consideration: Once the customer becomes aware of the brand, they move to the consideration stage, where they evaluate the brand’s offerings and compare them with other competitors. PLT’s website provides an intuitive and easy-to-navigate int
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Purchase: The purchase stage is the most critical stage in the customer journey, and it is essential to provide a seamless checkout experience to avoid cart abandonment. PLT’s website offers a smooth and easy checkout process, with multiple payment options, such as credit/debit cards, PayPal, and Klarna. The brand also provides fast and reliable shipping options, with free next-day delivery in the UK for orders over a certain value.
Post-Purchase: The post-purchase stage involves customer retention and loyalty, and it is crucial to provide a positive experience to encourage repeat purchases. PLT offers a hassle-free return policy, which enables customers to return their products within 28 days of purchase. The brand also provides excellent customer support through various channels, such as email, live chat, and social media, which helps to resolve any issues or queries promptly.
Improvements in Customer Journey:
Despite the success of PLT’s customer journey, there are still several areas where the brand can improve and enhance the overall customer experience. Some of the key areas for improvement are:
Personalization: Personalization is a crucial factor in the modern era of e-commerce, and it can significantly impact the customer’s decision-making process. PLT can leverage customer data, such as browsing history, purchase history, and customer preferences, to provide personalized product recommendations and offers. This can help to increase customer engagement and loyalty towards the brand.
Sustainability: Sustainability has become a critical issue in the fashion industry, and customers are increasingly looking for eco-friendly and sustainable fashion options. PLT can incorporate sustainable materials and production practices in its offerings, which can help to attract environmentally-conscious customers and differentiate the brand from its competitors.
Social Responsibility: Social responsibility is another important factor that customers consider while making purchasing decisions. PLT can partner with various charities and organizations to support social causes, such as women’s empowerment, mental health awareness, and LGBTQ+ rights. This can help to create a positive brand image and increase customer loyalty.
In conclusion, the customer journey is a critical component for the success of any business, and fast fashion retailers, such as PLT, need to provide a winning customer journey to attract and retain customers. PLT has been successful in creating a seamless customer journey, starting from the initial discovery of the brand to the final