Messy customer journey self-mapping : A qualitative method for the future of second-hand retail and consumption
For circular retail models to successfully replace linear consumption in the future, retailers must understand the lived reality of second-hand customer journeys. However, existing customer journey mapping methods often fail to capture the non-linear, phygital, and multi-retailer nature of such journeys. This article introduces ‘messy customer journey self-mapping’, a novel qualitative method desi
