Evaluation of customer journey touchpoints regarding textile and apparel sector in online shopping

With the development of civilization, human life has entered a process of rapid change. The effect of this situation on consumer behavior is an undeniable fact. Today, it has become almost impossible to categorize consumers with specific numbers and titles. Due to this fact, brands trying to offer memorable experiences have chosen to detail their touchpoints. Being able to design unforgettable experiences, as supported by neuroscience studies, goes through trying to understand the human as a whole. Customer journey maps provide an in-depth understanding of the customer's purchasing path across various touchpoints and touchpoints cover all moments of communication and interaction as well as tangible objects and the physical environment. With the introduction of online platforms, number of interaction channels have increased and customers' contact with brands has become more complex. In this study, it is aimed to evaluate the customer journey touchpoints regarding the textile and apparel industry on online platforms. For this reason, a map summarizing the journey was prepared and examined within the touchpoints. The data of the study were obtained with a semi-structured interview form and subjected to thematic analysis. The findings proved the validity of the touchpoints indicated on the map. In the next step, it is examined whether these touchpoints are points of satisfaction or inconvenience. During these stages, it has been observed that small paths are formed at some touchpoints. Research data revealed the importance of trust and speed in online shopping platforms. In addition, it was determined that customers have developed creative solutions in line with the unmet needs at some touchpoints and have gone beyond the designed experience. In the light of the results obtained, it is thought that the study can contribute to both the literature and the sector.