This article recaps the "why use customer journeys" segment of our Customer Journeys & Drip Campaigns webinar (AppFront Growth Series, Campaigns 201).

Every journey should open with an offer or incentive — something that gives the guest a clear, concrete reason to come back in. This is the engagement piece, and it doesn't have to be (and shouldn't always be) a straight discount.

Once someone finds an item they like, it's hard to get them to try anything else. Use later touches in a journey to introduce another category or item on the menu — ideally one with a favorable cost profile — and to educate guests on your brand: who you are, your story, and where you source from.

Beyond sales and frequency, journeys create belonging. A guest who's been walked through your program long enough to become a "champion" starts telling friends about you — which is free marketing, no push notification required. Journeys can also unlock extra perks (like referral rewards) the longer someone stays engaged, reinforcing that sense of community.

Next up: the four building blocks every journey is made of — triggers, actions, timing, and incentives.