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From Customer Insight to Improved Customer Experience

The Challenge

As shopping becomes increasingly digital and the spending power of millennial customers continues to grow, a major clothing retailer wanted to attract this consumer group with a continuously updated product line, revamped stores and innovative marketing campaigns. The retailer needed a new customer experience (CX) strategy that would engage millennials both online and in-store. The retailer chose Cognizant’s expert team of strategists and anthropologists for insight into the decision-making process of millennials.

Our Approach

Our anthropologists utilized context labs, shopping ethnographies and mobile archae­ology—a pioneering technique that tracks numerous interactions across multiple chan­nels—to understand how millennials think. Our research revealed the key moments in a customer’s interaction with a retailer as well as the factors that motivate the customer to make a purchase at a particular place and time.

We worked with the retailer to identify the key interactions that can be most effectively utilized to improve CX. We com­piled them into a comprehensive blueprint that provides a complete view of the shopping experience of millennial con­sumers—in-store and online.

This blueprint is now the cornerstone of the retailer’s strategy for engaging this expanding consumer base. It powered the devel­opment of a series of downstream omnichannel innovation initiatives across multiple brands.

Customer Strategy for a Better Millennial Shopping Experience

The retailer wanted to understand what millennials desire and how to engage them on digital platforms as well as in-store. We created a CX strategy that ensures millennial consumers have an engaging retail experience, establishing a framework for the retailer's success in both the short and the long term.


the decision-making process of millennial consumers


a strategy with human-centered insights


omnichannel innovations across multiple brands