Retailers are increasingly focusing on designing seamless omnichannel customer journeys to enhance the overall customer experience. By gathering information from various touchpoints used during the customer journey, retailers aim to create a seamless and engaging experience. One crucial touchpoint in the pre-purchase phase of grocery retailers is the digital brochure, which aims to capture customers’ attention with weekly offers. However, these digital brochures can sometimes cause irritation and fail to appeal to customers. The objective of this paper is to identify and address the irritations associated with a digital grocery brochure to optimize and enhance the customer experience during the pre-purchase phase of an omnichannel customer journey. To achieve this, a digital brochure from a German grocery retailer was evaluated using the Customer-Experience-Tracking Method. The analysis revealed five principal irritations. The findings suggest that implementing uniform pricing, reducing the number of products per page, ensuring clear and understandable product categorization, and using images of unpacked products can improve the customer experience.