Customer Journey Mapping in Action: The £1 Sample That Won Me Over

Lately, I’ve been mapping out a customer journey, and it’s really made me reflect on my own experiences and just how crucial it is to get this right. With rising bills and financial pressures affecting so many of us, every purchase feels more considered than ever before. People aren’t just buying products; they’re weighing value, trust, and necessity with every click.

Beware, the next part of this blog is about makeup, but stick with me, there’s a point and it's not what shade of lipstick suits me best.

I’ve been trying to buy a tinted moisturiser online, but I have no idea what my skin shade, tone, or type is. Honestly, I’m useless when it comes to this stuff and there’s no way I’m setting foot near a beauty counter. Because of that, I’ve been putting off the purchase. Why spend money on something that probably won’t suit me? Especially when, based on past experience, it usually doesn’t as I order the wrong shade or the wrong product.

It seems so obvious when you think about it but why don’t more beauty brands offer shade samples? It’s such a simple, practical idea, and yet it’s surprisingly rare. Most of the time, you’re expected to guess your shade based on a computer screen swatch or a vague description and just hope for the best. Not exactly confidence-inspiring or purchase inducing.

Then I came across Beauty Pie. They actually let you buy small samples of their tinted moisturiser for just £1. Just one pound! It sounds like a small thing, but it genuinely made me excited. Why? Because it instantly removed a major barrier to purchase. I didn’t have to guess, I didn’t have to waste money, and I didn’t have to stress.

Here’s what that £1 sample really meant:

1. I’m genuinely impressed by the brand as it shows they understand their customers.

2. There’s now a very high chance I’ll go on to buy the full-size product. Update - I have!

3. And realistically, when I do, I’ll probably add a few more items to my basket. Update - I did!

So what does this really mean. Well, instead of dropping off early in the buying process as I have done numerous times before, I found a brand that used a bit of common sense. They took their time to understand their customers. This is exactly why customer journey mapping matters. It helps identify where customers hesitate, where they get stuck, and where small changes can create big wins. Because when you make the experience easier, more intuitive, and more human, you don’t just make a sale, you build a relationship.

In the end, I’m not just making a purchase, I’m starting a journey toward becoming a loyal customer in an incredibly saturated market. And that’s the real win for any brand. In a world where consumers are overwhelmed with choice and are increasingly cautious about where they spend their money, it’s the small, thoughtful touches that set businesses apart. By understanding the customer journey and actively removing barriers, brands can transform hesitation into trust, and a single transaction into the beginning of a long-term relationship.