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Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies

Author

Listed:
  • Lim, Heejin

    (Professor, Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, USA)

  • Childs, Michelle L.

    (Associate Professor, Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, USA)

  • Sifford, Kaitlyn

    (PhD student, Department of Retail, Hospitality, and Tourism Management, University of Tennessee, Knoxville, USA)

Abstract

This paper delves into the application of customer journey mapping as a strategic tool for developing brand strategies for local food producers. Focusing on one product category, dairy value-added products, provides an opportunity to examine the dynamic and individual nature of customer experiences. By identifying both physical and online touchpoints, journey mapping enables an in-depth assessment of the multifaceted dimensions of the customer journey. The findings demonstrate distinct shopping patterns among three consumer cases: (a) a stalwart locavore, (b) a pragmatic locavore and (c) a budget-conscious local supporter. Within each customer journey, various key touchpoints come into play across the pre-purchase, purchase and post-purchase stages. Furthermore, cognitive, emotional, social, sensorial and behavioural responses are noted to varying extents. The findings suggest that customer journey mapping can offer vital insights for segmenting profitable consumers and tailoring brand marketing strategies to cater to different customer groups. This emphasises its potential role as an effective tool in developing robust brand strategies.

Suggested Citation

  • Lim, Heejin & Childs, Michelle L. & Sifford, Kaitlyn, 2024. "Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies," Journal of Brand Strategy, Henry Stewart Publications, vol. 13(3), pages 271-287, December.
    • Handle: RePEc:aza:jbs000:y:2024:v:13:i:3:p:271-287
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    More about this item

    Keywords

    customer journey mapping; tailored brand marketing strategies; consumer experience; sequential incident technique (SIT);
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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