Awareness
Consideration
Purchase
Retention
Advocacy
Thinking
Think & Feel
Process
Touchpoints
Paint Points
Ideas
Customer Journey
I want to find a scent that suits
my work, important events
I want to change my style
Is the scent right?
Is the price right?
Is the price reasonable?
How will it feel when using it?
Is the product quality
what I expected?
Is their customer service
good?
Reasonable price, good quality
Unique, impressive scent
Curious about new scents
Feeling indecisive because
of lack of information
Worrying about which
product is good
A little worried about the
choice
Excited, expectant
Satisfied and will continue
to use
Want to explore other
scents
Proud to find a good product
Ask friends for advice
Reading product reviews
from others
Try samples in store
Buy directly at the store
Order online
I often repurchase body sprays
because they suit my personal
preferences
I regularly share my feelings
on social media
Follow the brand on social
media
On social media (Facebook,
Instagram, TikTok)
From reviews of KOL/KOC or
YouTube
Physical stores
Social media and
beauty blogs
E-commerce website
Authentication store
Social media (Facebook,
Instagram,...)
Brand email
Social media
Product reviews on the
website
Unclear about the scent of the
product through advertising
Not knowing exactly what
the scent will smell like
when sprayed
Unreasonable price or lack
of information about
warranty policy
No promotions Responses from the brand are not
quick or clear enough
Should advertise visually,
detailed about the scent
Should have Product reviews
from other consumers
More details about body
spray fragrance longevity
and ingredients
There should be an attractive
promotion program
Get loyalty incentives
Faster and more convenient
delivery
Need a points system for
reviewers