In order to persist in an increasingly competitive environment, marketers of all kind of products and services are focusing on the countless opportunities that arise from digitization. However, creating data from individual customers also leads to an incredibly complex picture, which makes it often difficult to derive clear marketing strategies from that. This thesis examines the customer journey of Millennials buying a new pair of skis by means of qualitative interviews and a customer journey mapping method (BCM). The analysis shows that even age segments have to be sub-classified further, as critical moments along the journey vary to a great extent, and therefore influence the underlying customer experience in different ways. At least for the investigated customer group of Millennials, the result provides indications how marketers can offer a positive customer experience in an online as well as in an offline environment. In addition, also marketers with comparable product portfolios can use the findings to develop an efficient strategy to serve their customers.