Seminar 3 Customer Journey Map

Imagine Grace, Harry, and Neha are running a clothing brand in the metaverse to promote sustainable consumption. They are using this virtual platform as part of their marketing strategy. How will this affect the consumer experience of their apparel products?

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Can you map out the details of two journeys for the same product, one in the metaverse and one in a brick and mortar shop (in real life)? Use the figure in the board and use different colours to map out the differences for each journey. Start with the real life journey and then point out where you think the one in the metaverse would be different.

Discuss whether the customer journey varies across different types of products or for different needs (e.g., more functional versus hedonic).

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Would the social aspects as discussed in the lecture be? More, less, or similarly relevant to virtual or tangible products? Why?

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Have a look at the Vinted app and consider what seems to be working well in terms of their
marketing practice based on your understanding from the consumer mapping?

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Read the article. Now thinking about being a marketing manager at Vinted or other app selling used goods. What practical insights can you inform your boss as to how to connect with consumers?

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What other ideas can you think of that might improve the customer journey using the app?

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