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Tanya Levdikova

Updated CJM Template: Retail Food Customer Journey


Have you ever wondered why customers choose one retail store over another? What makes them leave and never come back? Is it an unsuitable location, a bad name, high prices, or a small assortment? Is it a customer service assistant who wasn’t helpful enough or even rude? Or is it something else?

Well, all of these (and even more) is the answer. That’s why forward-looking brands started to put themselves in customer’s shoes long ago to find out what drives their clients. And the smartest ones found the way to go even further by getting into buyer’s heads, reading their thoughts, and identifying their needs and wants at every stage of the journey.

Have you guessed already that I’m talking about buyer personas? Creating personas is a good place to start with when trying to understand what your customers really need. Having personas in place, you can continue with building customer journey maps for them.

Once the maps are ready, use them to identify your customers' pain points and understand what needs to be improved to encourage them to choose you. Put this information into action, and it won’t take long to see the result.

You might have no little to no experience with customer journey mapping, but it’s not as difficult as it seems. Check out our updated Retail food customer journey map template to learn how a customer persona and a customer journey map for your store might look like.


The map describes the customer journey of a woman who has just moved to a new neighborhood. Her fridge is empty, and she is looking for a place to buy some food.

You can easily turn this CJM template into your map if you want by using our CJM tool. And it’s absolutely free.

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