The „Messy Middle“ Concept in the Digital Customer Journey and its Application in the Cosmetics Sector
The „Messy Middle“ Concept in the Digital Customer Journey and its Application in the Cosmetics Sector

Author(s): Georgi Malchev
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: User Journey; Messy Middle; Planning International Sales
Summary/Abstract: The „Messy Middle“ reframes digital decision-making as a dynamic loop between exploration and evaluation, rather than a linear funnel. This study examines how the Messy Middle operates in the cosmetics sector, where perception, trust, and reassurance are central to purchase. Using a qualitative design (semi-structured interviews with decision-makers from three Bulgarian brands active locally and in EU markets), we map the customer journey from trigger to conversion and loyalty, and identify which behavioural mechanisms – category heuristics, social proof, authority, scarcity, power of now, power of free, plus costly signaling – most influence movement within the loop. Findings show that conversions peak when emotional immediacy (problem–solution–result narratives, short-form video) is paired with proof-based reassurance (reviews, certifications, retailer authority, clinical evidence). Cross-market analysis reveals that trust signals travel differently: what persuades locally (emotional storytelling, Cash on Delivery, social proof on Tik-Tok/Facebook) must be re-engineered as rational reassurance in Western Europe (secure payments, transparent returns, recognized retail partners). We extend prior work on user-journey planning for EU exports by grounding Messy Middle principles in cosmetics-specific touchpoints and international adaptation, and we outline implications for marketers and avenues for future research integrating behavioural science and AI-driven journey analytics.

• Details
• Contents