Consumer Journey Map
Ted Baker is a luxury clothing retail company located in British. The company was founded by Ray Kelvin back in the year 1988, and the first shop was located in Glasgow. The company offers men and women with the most luxurious and comfortable clothing and shoes as well as accessories that are attractive to its consumers. In particular, the company offers trousers, shoes, jackets, and bags for both men and women. The distribution strategy used by the company has increased access to its products to many consumers where it has many stores and retails distributed globally for resell. The company has 532 stores distributed globally which enhanced the consumer experience by the ability to access their Ted Baker products at convenience. What is more, the company has captured the attention of both female and males by offering them unique and variety of products enhancing the consumer experience.
Target consumers and their Characteristics
Ted Baler is a company that has maintained attitude appealing to most of its target audience. The audience includes both men and women between the age of 18 and 40. Due to unique and fancy products offered by Ted Baker, it has managed to capture the attention of the youths as the group willing to spend money on the things they care about. They are the luxury consumers, who find great value in experiences, positive impact and lifestyle enhancement. Lifestyle is the major thing the company has a focus on where it ensures the quality and experience of their products are appealing to the middle-aged group. Although youths are the major buyers of Ted Baker Company’s products, the company enjoys customers with different characters more so those who desire to stand out while in crowds.
The target consumers of the company are individuals between the age of 18 and 34. The company has a predominantly younger segment compared to its competitor companies with the highest consumers lying between 25 and 35. The target consumers spend approximately $1000 on fashion weekly making them the target consumers of the company. They are more interested in unique, quirky lifestyle and due to reduced responsibilities; they can manage to maintain high living standards depending on the lifestyle. The same age group earns good wages end the month, and this makes them the best target for the products from the company. The youth’s desire quality and affordable products and both are offered at Ted Baker, hence the target consumers for the company’s products. Most of the consumers of the company’s products are a digital audience who can learn more about their products from their site. The company enjoys a wide range of visitors to their site who end up being their primary consumers.
Exposure of Consumers to Marketing
Ted Bakers has a distinct brand identity that has set it apart from other fashion retailers. Besides, its products are of high quality and unique making it the most favorite shop for every shopper with a desire to be unique. The quirky and unique fashion from the company makes it the most desired company where every shopper wants to come back for more. The brand name and image is a marketing strategy that attracts new and old customers to their shops. The distribution of their ships and retail stores appeal to international consumers who can easily access the products from their stores. The company has also achieved to capitalize on its British heritage that is desired by most consumers more so the international consumers.
Ted Baker is an experiential and innovative retail since its launching. From the dressing rooms to the services offered, the experience has been amazing and unique to most of its customers. The grooming rooms offer customers with a traditional Turkish barber experience that has made most of the customers to desire a second encounter with the company. The company also offers services like haircuts and shaves and sometimes brow threading to its consumers to make them have a perfectly groomed image. Such services are included in its marketing strategy which makes the consumers familiar with the company’s products and services.
Internet sources ate also used by the company to market their products and services. Millennial are more exposed to marketing compared to old consumers as they spend more time on the internet. The time spent searching on new products from the internet gives them a good encounter with products and they select and market the site to their colleagues. The consumers of the company’s products are more attracted to the quirky lifestyle, and they compare between different markets to come up with the most suitable and unique clothes or shoes. They care about luxury goods, and this drives them to Ted Baker which has a mission to offer luxurious and comfortable clothing to its consumers.
Steps
The key steps in the customer journey at Ted Baker company start by awareness of the designs and unique products sold by the company. Taking notes follows where the information about the dress is collected. The customer gets inspired by the quality and uniqueness of the product which attracts them to the main shop or retail store. At the stores, the customer demands to learn more about fashion regarding quality and make. Orientation is conducted to allow the customer to gain insight into the dress. If the seller convinces the customer of the quality and uniqueness of the dress, the customer buys it. What comes next is the customer experience after wearing the dress. If the dress meets the customer expectations through the experience, the customer demands more services from the company out of trust. The ultimate result of a positive fashion experience is a healthy interaction between the company and the customers where the customer goes ahead to market for the company.
Conclusion
All Companies desire to have a variety of customers enjoying the services and products offered. The customer journey at Ted Baker allows the company to uncover the needs of the customers which are met in the next product. It has allowed the company to understand its consumers, their characteristics and different marketing strategies to employ to meet a large number of consumers
Visual Consumer Journey Map