Navigating the dairy aisle: Consumers’ unique shopping journey buying local dairy products, and the implications for a tailored brand marketing strategies

This paper delves into the application of customer journey mapping as a strategic tool for developing brand strategies for local food producers. Focusing on one product category, dairy value-added products, provides an opportunity to examine the dynamic and individual nature of customer experiences. By identifying both physical and online touchpoints, journey mapping enables an in-depth assessment of the multifaceted dimensions of the customer journey. The findings demonstrate distinct shopping patterns among three consumer cases: (a) a stalwart locavore, (b) a pragmatic locavore and (c) a budget-conscious local supporter. Within each customer journey, various key touchpoints come into play across the pre-purchase, purchase and post-purchase stages. Furthermore, cognitive, emotional, social, sensorial and behavioural responses are noted to varying extents. The findings suggest that customer journey mapping can offer vital insights for segmenting profitable consumers and tailoring brand marketing strategies to cater to different customer groups. This emphasises its potential role as an effective tool in developing robust brand strategies.