S-HO2: Decision Journey Mapping

S-HO2: Decision Journey Mapping, the strategic capability for documenting, analysing, and optimising customer decision processes for Head Office within the S: Shopper Insight Application pillar of the Route to Shopper® methodology. This module develops the strategic capability to document, analyse and optimise customer decision processes. Building on S-HO1 research and S-SL1 observational insights, it moves beyond linear funnels to multi-dimensional journey mapping. The module covers decision trees, cross-category journeys, behavioural triggers and barriers, integration of digital and physical pathways and tracking changes in decision-making over time. It enables retailers to turn fragmented insights into a structured understanding of shopper behaviour and influence decisions at key moments in the purchase journey.