PERANCANGAN OMNICHANNEL MARKETING BERDASARKAN CUSTOMER JOURNEY MAP EKSISTING PADA UMKM CISEATTO

• Main Author: Indah Permatasari Lubis, Desy
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83795
• Institution: Institut Teknologi Bandung

Ciseatto is an SME (Small and Medium Enterprise) operating in the food and beverage sector, focusing on providing catering services with free delivery according to terms and conditions in Bandung. The catering services offered include daily and event catering. This research will focus on daily catering services. Ciseatto faces a performance challenge in daily catering sales that did not run well throughout 2023. This obstacle occurs because Ciseatto cannot map all touchpoints of each customer experience (customer journey). Unmapped touchpoints make Ciseatto's marketing channels (channels) not optimal. In this study, the effort to deal with the obstacles felt by Ciseatto is the design of a marketing strategy. The marketing strategy design used is omnichannel marketing based on the existing customer journey map. The methodology of this research begins by identifying the actual customer journey map by conducting semi-structured interviews and thematic analysis. Furthermore, identification of existing marketing strategies is carried out based on the stages of the customer journey. After that, an evaluation of existing marketing strategies is carried out using the industry archetype pattern. Based on the evaluation results, Ciseatto, which has a funnel pattern, must increase customer commitment and affinity. The evaluation results are used as a basis for designing a proposal for an omnichannel marketing strategy based on the existing customer journey map to achieve an ideal condition. The proposed omnichannel marketing strategy is the integration of critical touchpoints and channels at each stage of the customer journey to increase customer commitment, and gamification loyalty program to increase customer affinity.