The shopping experience is the set of all the perceptions that customers receive while they go through the process of buying a product or service, and even what they feel after closing the transaction. Tatiana forero Jun 29, 20 | 11 min read what is the shopping experience As you can see, the matter is completely related to feelings, emotions and sensations . Taking care of this strategy can undoubtedly help you change your focus from “I want you to buy me” to “I want to understand you to advise you.” By creating a memorable shopping experience for your customers, you are considerably closer to closing your next sale . The question is, then, how to design an unforgettable, authentic and effective shopping experience to make your customers fall in love? Read on to find out!
Why is the shopping experience crucial for businesses? Well, before we begin, we want to take a moment to clarify why the shopping experience is crucial for businesses (and why it should be for you, too). Taking into account that the concept is not something new and is not limited to the digital environment, the shopping experience is a trigger for the consumption decision of current and potential customers. In fact, 86% of shoppers are willing to pay more for a great customer experience. Sounds great, don’t you think? Indeed, the change in consumer behavior indicates that they no longer base their loyalty on the price or the product, rather they do so based on the experience they receive, being the main differentiator of a brand. Thus, the shopping experience is essential to create loyalty towards your brand, generate Brand Awareness , like your customers and win their recommendations. What are the elements of the shopping experience? Now, what should you take into account when designing the shopping experience? Both in offline and online channels, we can apply 5 pillars that will guide your strategic actions. We are going to detail them one by one. Atmosphere The first element of the shopping experience is the atmosphere. This refers to all the decorative and visual aspects that are present in your store or e-commerce .
In physical stores it ranges from the color of the walls, the lighting, the posters and the music. In virtual stores there are the colors of the page, the design and size of the images in the catalog or the location of the purchase buttons. Service The second of our elements is service. It is about generating a relationship of trust between you (the seller) and the client so as not to focus on a single purchase, but on building a long-term relationship . Of course, in stores you must take into account how your salespeople express themselves and if they are correctly advising your customers, while in the digital world you should observe variables that are related to user experience (UX) :the mobile experience , the functioning of the payment mechanisms, the provision of a virtual advisor, the page loading speed , the ease of finding the products, the content of the description of each offer, among others. Transparency Contemporary buyers are increasingly aware of purchasing decisions and use the Internet to access information about your company or product before purchasing. In this sense, the reviews made by experts on YouTube, the comments on your website or the publications of users on social networks are some of their sources of information. Therefore, it is crucial to be transparent and honest with the expectations that customers must face of your product and, once it is sold, fulfill your promise of value . Option flexibility Maintaining a wide and varied catalog of products and services goes hand in hand with the psychology of personalization . This is crucial to offer a satisfying shopping experience.
Think of it this way: when you walk into a clothing store, you want to see different types of fabrics, cuts, colors, and sizes. We want to feel different! The same is true in any type of business. Personalizing your proposal will empower your clients, making them feel that you are speaking directly to them, that the product is tailor-made for them and that they have the final decision in their hands. Something that can work very well in this regard is to use recommendation tools so that customers feel that you know how to identify their preferences. One store that does it quite well is Yala , focused on women’s fashion:Close communication Getting communication with your customers to remain close in all your channels (offline, social networks, website, email) is one of the challenges and the most relevant actions to take care of the shopping experience. In this sense, interactivity is incredibly relevant, especially for e-commerce . When buying online, the consumer cannot touch or feel the product, so you must make the user feel the product and perceive that on the other side of the screen there are people working to satisfy their needs.
This is the case of this online store, which offers a virtual visualization tool so that users can simulate how they would look when putting on the pieces of clothing they want to buy:8 resources to create a memorable shopping experience on the Internet At this point, we can begin to explore the digital tools that you can take advantage of to retain your customers and win over new users with the power of the shopping experience. Virtual stores that use these resources will create an effective experience that prompts them to use Zero Moment of Truth (ZMOT) to their advantage, closing more sales in the process. Let’s continue! 1. Produce interactive pages If we talk about resources to create a powerful shopping experience, you should know the interactive pages . They use interactive content that requires the user to do something, be it clicking, filling out a form, answering some questions, etc. Some examples of interactive content that you can include on your page are: solution seekers, interactive calculators, like this one on ROI that we have on our blog; assessment tools, etc.
The capacity of these contents to awaken stimuli, generate engagement in users and, above all, produce data of interest to Sales departments is evident . In addition to taking care of the SEO optimization of your e-commerce , your store can take care of usability and UX through this interactivity. These contents help you attract qualified leads , learn more about your Buyer Persona and diversify your formats. Let’s take as an example the interactive calculator for a sportswear ecommerce. In this resource, you could ask the user something like “How much would you be willing to spend to get a complete soccer uniform kit?” Based on their response, you will be able to offer them the best combination of options for their purchasing power. Cool right? 2. Offers multiple payment and contracting options Virtual stores have the particularity that they allow you to reach heterogeneous audiences located anywhere in your area of operation. In other words, you have the ability to serve customers with different payment habits. For example, if in physical stores you can pay with cash, with a debit or credit card, or with coupons, the options are expanded with e-commerce platforms .
In that way? You see, electronic commerce allows you to introduce new payment methods such as: financial devices such as Mercado Pago, Stripe, PayU or Paypal (aspect that you must adjust according to the geographical location of your customers),freemium business models , one-click payment systems, free demos, payments on delivery, distribution of payments in installments, among others. 3. Share attractive success stories A crucial aspect to gain the trust of potential customers and boost their purchase decision is to know the cases of other people / companies that have solved their problem or have been satisfied after purchasing your product. This is equal to receiving a vote of confidence that endorses the customer experience that these people and organizations have had. It implies that just as you have solved the problems of others, you can help the problems of new clients. Make a count of the results that some of your customers have had after buying your product. Choose the best cases and dedicate a section of your website to tell their story. This will surely help potential clients to eliminate traces of doubt.