The other day I was waiting to speak with the pharmacist at my local drugstore. As I sat in the waiting area, my view was of the nearby cosmetics aisle. You can safely assume I have little knowledge of the products in the cosmetics aisle. What I do know though, is customer journeys. While waiting, a scene unraveled that piqued my interest: Two young women were carefully looking at makeup and chatting between themselves about their options.   Seeing their customer journey in action was....

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