1-7-2015
1
De Customer Journey
Shopper Marketing Jaarcongres Kitty Koelemeijer Nieuwegein, 16 juni 2015
Het digitale landschap
© Kitty Koelemeijer 2015
1-7-2015
2
Digitale segmentatie
CapGemini, Digital Shopper Relevancy, 2012 © Kitty Koelemeijer 2015
© Kitty Koelemeijer 2015 CapGemini, Digital Shopper Relevancy, 2012 CapGemini, Digital Shopper Relevancy, 2012
1-7-2015
3
© Kitty Koelemeijer 2015
Distribution
Data
Devices
Technology game in e-commerce
© Kitty Koelemeijer 2015
(Koelemeijer, 2015)
1-7-2015
4
© Kitty Koelemeijer 2015
1-7-2015
5
© Kitty Koelemeijer 2015
1-7-2015
6
© Kitty Koelemeijer 2015
(Klaus 2013) © Kitty Koelemeijer 2015
1-7-2015
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(Klaus 2013) © Kitty Koelemeijer 2015
© Kitty Koelemeijer 2015
1-7-2015
8
© Kitty Koelemeijer 2015
Niet-digitale attributen
© Kitty Koelemeijer 2015
1-7-2015
9
Beleving: Freytag Diagram
(Norton & Pine 2013) © Kitty Koelemeijer 2015
Customer journey: • Locating
• Exploring
• Dreaming
(Fitch.com) © Kitty Koelemeijer 2015
