Many retailers are getting the concept of customer journeys wrong, or, rather, they have great customer journeys mapped out — they just end after the “purchase” moment. For sure, the concept of a linear path from awareness to purchase is sometimes a useful simplification. The problem is that once you have won that customer, their loyalty isn’t locked in — you need to draw them back again and again. The customer journey starts off linear, but it should end in a cycle of repurchasing.
