How to shape the customer journey in every touchpoint and offer personalised purchasing experiences

Course focus

The focus of the course will be omnichannel strategies and how to improve sales by identifying and making effective use of all customer touchpoints. There will be an analysis of traditional and digital channels and how to include them in a single strategy that improves sales performances. A strategy that must take account of the specific customer journey in the fashion and luxury sector in order to guarantee an even more personalised shopping experience. 

Course aim

The aim of the course is to learn how to create an omnichannel strategy. The course will begin by analysing the particular context in which fashion companies operate, where the use of the online channel and the preference for digital experiences are constantly on the rise. To stand out from the competition it is important to offer an increasingly personalised customer experience in every channel used by the target audience.

Participants will therefore learn how to analyse data in order to understand the psychology and purchasing behaviour of potential customers and shape their future strategies, choosing the most suitable tools for reaching their target audience.

Course structure

The course will analyse the methods and tools of an omnichannel strategy:

  • the fashion market and the customer at the centre;
  • the customer experience;
  • digital marketing and inbound marketing;
  • data analysis as the basis for management and planning.

Outcomes / Skills acquired

By the end of the course participants will know how to adopt a customer-centred approach and will have learned how to listen and talk to customers through the most effective channel. They will know how to use data analysis tools and translate them into omnichannel strategies that form part of a marketing plan.


  • Curriculum Vitae (CV)
  • Upper secondary school leaver’s certificate or equivalent.


Level Professional
Duration 4 weekends, online, 16h in total (Saturday morning 4h)
Modality online
Cost 2.000 €
Language English / Italian
2024      Start 04-05-2024    End 25-05-2024
2024      Start 09-11-2024    End 30-11-2024

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Polimoda Professional Training solutions includes private “tailor made” courses, dedicated to the needs of individual students or specific companies.