How Retail Customer Journeys Have Changed With Technology
Retail has undergone radical shifts from the days of mass broadcasts to the age of digital interactivity. Where shoppers once relied on TV ads and in-store sales associates to learn about products, they now turn to smartphones, social media, and local delivery services for immediate answers.
This article provides an in-depth look at the Retail Customer Journey—Awareness, Consideration, Purchase, Experience, and Loyalty—across three distinct eras: Pre-Internet (Print and Broadcast), Internet (Desktop and Search), and Today (Social, Mobile, Local, Delivery). You’ll see how each stage has evolved, how these changes affect consumer behavior, and the marketing strategies that best influence each moment of truth on the path to purchase.
Table of Contents
Stage 1: Awareness
The awareness stage is when potential customers first learn of a brand, product, or service. This step centers on capturing attention and sparking initial interest.
Pre-Internet
Before the internet, brands primarily used broad-reaching tactics to get in front of consumers—such as television commercials, print ads, direct mail, and radio spots. This era relied heavily on mass media broadcasts, with messaging that cast a wide net and often focused on a brand’s image or product features. Retailers had limited insight into the success of these ads beyond sales figures, and awareness campaigns required hefty budgets to reach large audiences.
Internet
The internet introduced a new level of discoverability and measurable marketing. Desktop-focused websites and search engine advertising (e.g., banner ads and PPC campaigns) helped retailers target audiences more specifically. Brands could track how many people saw or clicked on an online ad. Tools like Google Ads and display networks made it easier to measure brand awareness in real-time, refine campaigns, and optimize ad spend.
Today
Consumers live on social media platforms such as Instagram, TikTok, and Facebook, where brands can engage audiences with highly creative, personalized content. Most consumers first learn about a business through a mobile device, browsing short-form videos or sponsored posts. Local marketing tactics like geo-targeted ads and near me search optimization (SEO) play a key role, and same-day delivery options or buy online/pick up in-store (BOPIS) services have become part of the brand promise. Awareness campaigns now require an omnichannel approach, extending across multiple platforms and emphasizing mobile-first design.
Marketers use a mix of broad-reach tactics (e.g., social media ads, content marketing, influencer collaborations, TV/radio spots) to position their brand in front of the right audience (SoLoMo). The goal is to develop top-of-mind recognition, highlight brand identity and benefits, and generate the initial curiosity that encourages consumers to explore further.
Stage 2: Consideration
The consideration stage is where consumers begin actively researching and comparing different options. They seek deeper information—such as product specs, reviews, and social proof—to decide whether the offering suits their needs.
Pre-Internet
During the pre-internet era, once consumers saw an ad or discovered a product in a store, they relied on traditional word-of-mouth and printed catalog descriptions to evaluate whether it met their needs. They might read newspaper editorials or rely on recommendations from friends. Because brands had limited consumer data, messaging was generalized. Gathering product information was often time-consuming, requiring phone calls or in-person visits to compare options.
Internet
The rise of websites, online forums, and search engines gave potential buyers new ways to research and compare products before making a purchase decision. Retailers published detailed product specs on their websites, allowing consumers to find answers quickly from the comfort of their own homes. Comparison sites emerged, making side-by-side evaluations more accessible. Online reviews gained influence, as customers could see how others rated a product or service, building a new level of trust and transparency.
Today
Influencer marketing, social proof, and instant peer reviews dominate the modern consideration stage. Shoppers consult social media posts, user-generated content, and app-based ratings to decide what to buy. They often evaluate factors like shipping speed or convenience (e.g., same-day delivery, curbside pickup) in addition to price. Interactive tools such as livestream shopping events and augmented reality (AR) try-ons accelerate the path to purchase. Marketing messages during the consideration stage now emphasize speed, convenience, trust, and personalization.
Marketers optimize website product pages, encourage authentic user reviews, and leverage targeted email or retargeting campaigns. Comparison ads, informative blog posts, and influencer partnerships can also help showcase how a brand’s product outperforms competitors. At this stage, well-crafted content and transparent information are key to guiding the shopper toward a final decision.
Stage 3: Purchase
The purchase stage occurs when the customer decides to go ahead and buy the product or service. It’s the moment of completing the transaction—whether in-store, via desktop, or through a mobile device.
Pre-Internet
In a traditional brick-and-mortar setting, consumers typically purchased in physical stores or by phone (in the case of catalog orders). Retailers relied on in-person interactions to seal the deal. The shopping experience was relatively time-consuming, with limited store hours and fewer payment options. In-store merchandising, shelf placement, and personal selling influenced purchase decisions.
Internet
With the expansion of e-commerce in the late 1990s and early 2000s, consumers began transacting online via desktops. Secure payment gateways, online shopping carts, and user-friendly checkout processes revolutionized purchasing. Retailers could accept credit cards, PayPal, and other payment methods electronically. Cart abandonment became a concern, prompting the development of retargeting tactics and email reminders to encourage customers to complete a purchase.
Today
Mobile commerce (m-commerce) has taken center stage, as consumers expect one-tap checkouts, biometric authentication (e.g., Face ID, fingerprint scans), and instant payment platforms like Apple Pay and Google Pay. Social platforms integrate native buy buttons, allowing impulse purchases without leaving the app. Delivery partners and local fulfillment options enable immediate or same-day delivery. The modern buying process is all about frictionless checkout, seamless integration across devices, and meeting shoppers exactly where they are.
Marketers streamline the buying process with user-friendly checkout experiences, secure payment systems, and special incentives (e.g., free shipping and promo codes). Abandoned-cart emails, social media buy buttons, and live chat support can alleviate last-minute hesitation. Every hurdle removed helps ensure the customer follows through to complete the sale.
Stage 4: Experience
The customer experience (CX) stage covers all customer interactions after making a purchase, from unboxing or receiving the product to ongoing service inquiries and support.
Pre-Internet
Customer experience was driven primarily by face-to-face interactions. Merchandising displays, store layout, personal customer service, and basic follow-up calls (for catalog orders) were key to a positive experience. Long-term customer satisfaction often depended on good in-store service and product quality, with little formal feedback unless a customer mailed in a complaint or compliment.
Internet
Retail websites introduced new facets of customer experience: site speed, user interface, intuitive navigation, and helpful FAQs or chat support. Email became a popular means to communicate with customers after a purchase. This era also saw the emergence of user-generated ratings and reviews, making online experience and reputation management more essential. Retailers focused on improving website design, streamlining shipping processes, and offering online support to enhance satisfaction.
Today
The advent of social media, mobile devices, and local-based services means experience is judged at every touchpoint—online and offline. Customers expect near-instant answers to their questions (via chatbots, social DMs, text messages). Brands leverage apps to enhance the post-purchase journey by offering personalized product tutorials, loyalty-based discounts, and real-time delivery tracking. An excellent experience involves an entire ecosystem of services: contactless pickup, delivery status updates, digital returns, and live chat support available 24/7. Personalization, speed, and convenience define the modern experience.
Marketers maintain the brand relationship by offering helpful tutorials, personalized emails, or loyalty program invitations that enhance the post-purchase experience. They facilitate easy returns or exchanges, send follow-up surveys to gauge satisfaction and respond promptly to customer feedback on social channels. Doing so reinforces a positive brand impression, turning a one-time sale into the foundation for repeat business.
Stage 5: Loyalty
The loyalty stage is about fostering an enduring connection with the customer, encouraging repeat purchases, and advocacy. A loyal customer returns to buy again and promotes the brand to others.
Pre-Internet
In the days of broadcast media, loyalty was often rooted in brand heritage, local presence, and repetitive advertising. Retailers might have offered punch cards or membership clubs to retain customers. Word-of-mouth (WOM) recommendations from friends and neighbors strengthened brand loyalty. However, nurturing long-term relationships involved static newsletters, direct mail, and relying on store employees to create personal connections.
Internet
With e-commerce, retailers introduced email-based loyalty programs, digital rewards, and points systems. Automated emails invited customers to join VIP lists or offered discounts on future purchases. Websites collected customer data to personalize offers. Online reviews and loyalty metrics became more visible, and retailers worked to encourage repeat purchases through membership sites, exclusive online sales, and targeted email marketing.
Today
Loyalty hinges on instant gratification, convenience, and immersive brand experiences. Retailers use apps, SMS messaging, and social media to deliver relevant offers and keep customers engaged. Loyalty programs are often gamified, with tiered structures that reward frequent purchases or social shares. Personalized product recommendations, same-day delivery perks, and frictionless returns seal the deal on a relationship-driven loyalty model. In the modern era, brands that consistently offer exceptional customer experiences across all channels quickly convert shoppers into advocates who spread the word on social media and beyond.
Marketers implement rewards programs, tier-based perks, and exclusive offers to keep loyal customers engaged. They leverage email marketing, mobile messaging, and social media to highlight benefits and personalized recommendations. By consistently delighting and surprising loyal customers, marketers transform them into brand champions who generate valuable word-of-mouth and online referrals, ultimately strengthening sales and brand equity.
Infographic and Whitepaper
The Retail Customer Journey has evolved dramatically from broadcast-driven mass marketing to an interconnected, customer-centric ecosystem. Pre-internet strategies relied on broad messaging and in-store interactions, while the internet era allowed for more specific targeting and better measurement through desktop and search.
Today’s marketing landscape centers on personalization, mobile devices, social channels, hyper-local targeting, and on-demand delivery—raising the bar for how retailers capture attention, drive sales, and build enduring loyalty. By recognizing these shifts and optimizing each touchpoint, businesses can stand out in a crowded marketplace and nurture long-term relationships with modern shoppers.
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