Module 7 - Decoding The Customer Journey

A Podcast that provides comprehensive details on the customer journey and shopper psychology, originally created by by expert Phillip Adcock. The session emphasises understanding how consumers make purchasing decisions, both in-store and online, by exploring various touchpoints and the psychological processes at play.

Key topics include the SAEB (See, Appeal, Engage, Buy) model, graphic hierarchies for effective communication, and the five modes of shopping (Inexperienced, Experiential, Considered, Grab & Go, Impulse), which categorise different shopper behaviors. The sources aim to equip learners with strategies to optimize brand preference and sales by aligning interventions with shopper mindsets and evolutionary predispositions.