One place where I really see retailers struggle with shopper journeys is in understanding shopper objectives. I talked about this in my last article exploring the idea of what a shopping trigger really is. Whether you think about this as an objective or a trigger, it comes down to, what problem is the customer trying to solve? Those problems can vary significantly among your customer base – it could be as tactical as “my favorite sweater has a hole” and as strategic as “I want to be known as a fashionista among my circle of friends”. Two customers, same age, same spending habits, could click on an email featuring the exact same sweater for reasons that could span these two extremes. Read more at Forbes.