People want to have fun with products and get excited about them. In stationary retail, the presentation of goods and the decoration in the shop play an essential role. Sales assistants motivate and help with the purchase decision.
Transferred to the digital world, this means that people buy a product solely on the basis of the customer experience. That is the challenge: to provide the customer with the right experience along the customer journey.
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And this is how it works:
AwarenessÂ
The customer becomes aware of the product. This can be through the classic product description, through visual content such as photos or videos, or through advertisements. Product filters help during the selection process.
ConsiderationÂ
Now the user is ready to buy the product, hoping that expectations will be met! The information that is important to him is crucial.
Purchase
The purchase is made online, via social media, in the shop, due to a newsletter or a retargeting campaign.
Aftersales
How satisfied is the customer after the purchase? Did he return items, are there reasons for this? Did he give a rating or even take part in a survey? This is where retailers focus on the personalisation of the experience. Ideally, the customer learns more about the company, the customer relationship may become closer.
Customer loyalty
Ultimately, the goal must be to keep the customer loyal to the brand and make them a “fan” and therefore a loyal brand ambassador. Through events, regular customer offers, discounts or social media communication, the target group must be encouraged to buy again and have a positive feeling as a result.