Why customers want an emotional shopping experience

Its interesting to watch people talk about how ecommerce is evolving – for the last 2 years, the buzz words and focus has been on mobile, mobile, mobile – now its on social social social.  Our purchasing trends are evolving and they are evolving to include our online friends.

We used to operate in a transactional way – think of other shopping sites you’ve visited and how these sites made you feel.  With 5 or 6 screens to complete your purchase, it often isn’t a pleasant experience.

To capture the hearts and minds of the consumer, the shopping and purchasing experience needs to be emotional, to reverse the trend away from the transaction and towards the emotional experience.  The problem is that large brands have so many barriers and processes in place that there is no space to interact or connect effectively with the consumers.  So what do the consumers do?

imageThey go and congregate in groups and forums online where their voice will be heard.  Think of flyertalk – for frequent flyers.  A great community which shares knowledge amongst its members.  Think of Trip advisor which can make or break the experience for the traveller.

(This one was highlighted at a recent session I want to – and it made me smile – although other reviews were just as bad for this hotel in Flagstaff Arizona… )

 

What this highlights is that peer reviews will influence the way that you shop.  With the ability to recommend places, items, things for purchase and push these recommendations to your friends, you can influence their buying decisions and choices.  With a recommendation from their friends, are 4 times more likely to buy.

These recommendations make your brand socially worthy.  And socially worthy is really good currency in the social media world.

If your brand is socially worthy, your social worth will drive more volume and reinforce your brand in an effective way.  having experience here will really help – otherwise you’ll drive customers away.

Mobile devices  and engaging mobile apps are a really effective way to get customers to engage, but its not all about the application, it’s about the experience and the customer engagement.  And the customer wants to engage.  With proper engagement the customer is in control.  Brands shouldn’t chase the mobile channel or the social channel to the exclusion of everything else – they should be engaging holistically.  Delta’s Facebook page is a great example of holistic engagement:

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Booking a flight now all occurs within Facebook.  There’s no reason to go to the Delta Web site to book a flight.  The Flight booking experience is streamlined, simplified and shareable with your friends in Facebook.  You are in control.  No wonder customers love their ticket buying experience.

It seems like such a small thing to do to simplify the experience, but often the structure of the organisation holds simple innovations like this hold them back from innovation, back from improving the shopping experience.  Finding innovation like this example, and other things that no one has done before, can have a huge impact on the customers experience – and their perception of the company, and blend that experience into a physical experience in the shop (or at the airport in Delta’s case)

Changing the experience fundamentally, putting the customer in control will change the way that they think about your brand – which will encourage more social conversation, engagement and feedback

Which begs the question – Is your brand actually yours to control? Perhaps democratisation of your brand might be the best thing for it…?

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