Situation
A prominent outdoor retail organisation needed to better align its content strategy with its customer journey. With an increasingly complex landscape of digital channels and a diverse customer base, they faced challenges in effectively targeting specific audience segments and creating content that resonated at key touchpoints. This led to inconsistencies in messaging and missed opportunities to engage customers at critical points along the journey.
Task
The goal was to conduct a thorough audit of the customer journey, analysing content and messaging across touchpoints. The objective was to identify gaps, prioritise areas for improvement, and implement changes that would enhance campaign performance.
Action
I began by mapping the existing customer journey and analysing creative content, messaging, and performance metrics for each phase from awareness to conversion. This process involved qualitative and quantitative analysis, stakeholder interviews, and user journey mapping workshops to uncover key insights.
Findings revealed the need for clearer targeting at specific stages of the funnel, with opportunities to align messaging and creative assets more closely with audience needs. Workshopping the outcomes with the client resulted in some key actions that were needed to improve future campaign messaging and how to better engage customers across channels from in-store to social media.
Based on these insights, a framework was developed to refine campaign strategies and created new content tailored to specific phases of the customer journey. This included redesigning landing pages with user-centric principles, ensuring they addressed customer pain points and facilitated smoother transitions through the funnel.
Result
The refined approach led to more focused and effective campaigns, improving content engagement and driving better alignment between the brand’s goals and customer needs. Tailored landing pages increased user satisfaction and conversion rates by providing intuitive, relevant experiences. The overall outcome strengthened customer relationships and enhanced brand perception.
