PGRI Digital Library: Thought Leadership
Intralot Articles

Jim, a dedicated horse racing fan from England, now his early seventies, has recently moved to Malta to enjoy his golden years after retirement. When he decided to settle in the sunny Mediterranean island, he felt he would probably miss his favorite pastime. He was quite surprised as he discovered that he could walk into any lottery shop and watch his favorite races live, as exciting an experience as when he was back home.

How do you know what your customers really want? The best way to figure that out is to step into their shoes and see what their jour- ney with your brand looks like. Their cus- tomer journey, that is. The customer journey is not only the sale but rather a complete map- ping of how a customer becomes aware of your brand, how they interact with it and what hap- pens afterward. For years, we marketers really focused around three main steps in the purchase cycle, the “three moments of truth” as coined by Procter & Gamble.