Using decision journey mapping to optimize omnichannel strategy The client’s question A pet food company lagged behind on online sales and wanted to develop and optimize an omnichannel strategy to influence online & mobile shoppers along the consumer journey. The client’s internal teams — including e-commerce, brick-and-mortar, brand, and marketing — were each approaching this challenge with a collection unconfirmed hypotheses about the omnichannel ecosystem. The teams were struggling to develop a cohesive strategy to guide each function. Their assignment was to fulfill a company-wide initiative to drive the growth of e-commerce within their category. Our approach Just like the omnichannel ecosystem, this study involved several channels — in this case internal departments and functions — a

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