Shopping is no longer about going into a shop, seeing what you need, buying it and then leaving. There are so many contributing factors that go into making a purchase that shopping has become more of an experience than a way to get the things you need.
There is a distinct need for interactions of all kinds with a brand before a purchase is made. Consumers need to connect on a sensory, physical and connection level. It is safe to say that emotional connection truly comes into play when people shop.
The Customer Journey
Whether you are buying a roll of toilet paper, or a luxury cruise, you need to have some form of a connection with the brand before you purchase. It will need to provide one of the following solutions for you…
Will it reduce my time pressures?
Will it increase my status?
Or, will it make my life a little bit better?
If you can make a connection that touches on these points, then sales will follow. But you need to make that connection quickly and effectively. Many shoppers are Millennials and these digital natives rely on the convenience of mobile shopping to let them instantly buy products on the go.
Shoppers can buy from so many channels now that they expect a seamless experience from a retailer. That means that they don’t want to be pitched an insurance package if they just reviewed their cover a month ago. They expect intelligence and cohesiveness from all areas of a business.
They also expect the same experience from any medium. Whether they walk into a physical store, access a website from a laptop, or log into an app from their smartphone, they want the information they need quickly and efficiently.
Speaking Of Mobile Technology…
Because mobile usage is on the rise, shoppers can complete an entire transaction on their phone. They can even be shopping across multiple channels at once. A shopper might physically be in a store checking the look and feel of a product, then ordering it online to be delivered to their door before walking out of the shop.
There are a number of ways that you can increase the shopper experience by employing mobile technology in store. Using these technologies helps you interact with your shoppers even after they have left the store through loyalty apps and a record of their shopping history.
There is so much data that can be gathered to allow you to personalise the shopping experience. Studying location, demographics, preferences and social activity lets you know your shoppers better. You can also personalise your approach when contacting them by only showing them what they are interested in.
Often purchases are driven by an emotional state of mind. Trends, ideas and behaviours are all created by shoppers. As a shopper yourself, simply ask yourself the question of ‘how do you want to experience your favourite brands?’