This study explores the pain and delight points within the consumer journey in the organic retail sector, with a focus on Alnatura, a leading organic supermarket chain in Germany. Using a case study approach, the research analyzes customer online brand mentions collected from Google Reviews and social media platforms during November 2024. By examining customer sentiments across three stages of the consumer journey—pre-purchase, purchase, and post-purchase—this study identifies key moments of customer satisfaction and dissatisfaction.

The findings reveal specific areas where Alnatura excels in creating positive customer experiences and areas where improvements are needed. Through sentiment analysis, recurring themes in customer feedback are uncovered, providing insights into how Alnatura’s service offerings, product presentation, and customer support impact overall satisfaction. The research offers actionable recommendations for Alnatura to enhance customer experience, increase brand loyalty, and refine its retail strategies. Ultimately, this study contributes to a deeper understanding of consumer behavior in the organic retail industry and highlights the importance of addressing both pain point and delight to optimize the consumer journey.

Keywords: Consumer Journey, Retail Consumer Experience, Pain Point, Consumer Delight, Touch Point, Organic Retail Industry,  Alnatura