Free editable Retail customer journey template


The editable template is available for free after signing up at Out of Dark. Out of Dark is not a whiteboard or diagramming tool, so adding and editing the touchpoints in the template takes seconds, not hours.

Activity map view

Detail view

Get the people in and make sure they buy as much as possible. That’s it. The right combination of online and offline ads and promotional activities should take care of the former while putting together a plan to engage and work with the customer once he’s in will be needed to address the latter.

Everyone in your area who may be interested in what you carry must be aware of you. It may be worth it to get some local influencers into the store and have them post about their experience – the more natural it will look, the better. Participating in local events from your niche is another way to reach locals and generate brand awareness.

Customer journey mapping will help you to outline your plan and track the progress. The Do phase in the customer journey is also a good place to create a little playbook of how to get as much as possible from every customer who visits your store – starting with discounts & promotions and going all the way to optimizing the store layout.

Our Retail customer journey template is divided into 4 phases based on the Awareness, Consideration, Purchase, Loyalty framework that addresses all 4 stages of customer engagement.

Here’s the template outline:

1. Awareness

Increase visibility through local channels such as community events, partnerships with neighboring businesses, and an active presence on social media platforms like Facebook and Instagram. Use eye-catching window displays and sidewalk signs to attract the attention of passersby.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, followers, and web traffic.

Local influencer partnerships

To enhance brand reach and credibility, we engage in collaborations with influencers, focusing on metrics such as audience engagement, conversion rates, and brand sentiment.

Ads in local media

To reach potential customers, we advertise in local media, focusing on metrics like ad impressions, click-through rates, and conversion effectiveness.

Participation in local markets

To establish a local presence and engage with the community, we participate in local markets and events, with a key metric being the number of leads or customer inquiries generated through these local efforts.

2. Consideration

Provide informative content through in-store signage, local flyers, and social media posts highlighting the unique products, promotions, and the store’s commitment to the community. Implement loyalty programs or discounts for local residents to encourage repeat visits.

Profile on local websites

To enhance local visibility, we maintain profiles in local online directories and city guides. Key metrics include the number of profile visits, customer inquiries, and local search rankings, focusing on increasing community engagement and local brand awareness.


To improve online visibility, we implement SEO strategies, focusing on key metrics such as search engine rankings, organic traffic, and keyword performance.

Performance campaign

To effectively target potential customers, we run PPC (Pay-Per-Click) campaigns, focusing on metrics like the number of clicks, conversion count, and cost per conversion.

Social media

To increase brand visibility, we utilize social media, focusing on key metrics like reach, engagement, follower growth, and web traffic.

3. Purchase

Convert interest into purchases by offering exclusive in-store promotions, limited-time discounts, or bundle deals. Optimize the in-store layout to encourage impulse buys and provide exceptional customer service to create a positive shopping experience.

In-store promotions and discounts

Offering special discounts or promotions to customers in the store. The effectiveness is measured by the increase in sales during the promotional period and the number of items sold per transaction, indicating successful upselling.

Store layout optimization

Strategically arranging products and optimizing the store layout to enhance customer experience and increase sales. Success is gauged by sales figures for strategically placed products and overall store sales performance.

Customer assistance

Offering personalized shopping assistance to customers in the store. The impact is quantified by customer feedback scores, repeat customer rates, and sales figures in categories where assistance is offered.

4. Loyalty

Foster post-purchase engagement through personalized thank-you notes, follow-up emails with exclusive offers for their next visit, and a customer loyalty program that rewards frequent shoppers. Use social media to share customer testimonials and create a sense of community around the store.


To support customer loyalty, we focus on collecting reviews, emphasizing key metrics like the number of reviews and the average rating.

Loyalty program

To strengthen customer retention, we implement a loyalty program, focusing on metrics like enrollment numbers, repeat purchase rates, and redemption of rewards.

Seasonal newsletter

Sending seasonal greetings, newsletters, or updates about new products and promotions. The effectiveness is measured by customer engagement with these communications, such as open rates for emails and responses or inquiries generated.

Do you want to create an interactive and easy-to-use customer journey map with powerful touchpoints, personas, automatic KPI import & monitoring, and much more?

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