In marketing – and especially in digital marketing – more modern and advanced, generating a purchase is no longer considered the ultimate goal of a project. On the contrary, in an increasingly competitive and constantly evolving market, essentially composed of conscious consumers subject to a transversal offer that is dramatically higher than actual demand, what makes the difference between one brand and another is not only the quality of the proposal , but also and above all the shopping experience that the company will be able to guarantee to its customer.

Ultimately, not only current consumers want (and know how to identify) the best and most customized product on their particular needs, but also the brand that knows how to “treat them better” in terms of user experience, customer care, technical assistance, speed, modularity of the solution, product and service customization. This is already and will continue to be one of the discriminating factors that, more than others, will make the companies of the future successful or unsuccessful . 

But how to create an effective shopping experience? Without prejudice to the need to create multi-channel digital tools that work well (websites with effective navigation and responsive features, clear product pages if you are proposing an ecommerce service, real-time assistance tools or chatboxes to accompany the customer, secure payments and optimized), there are preliminary issues that are completely unavoidable, and that go more to the “heart” of the problem .

Let’s find out together. 

The evaluation of the preliminary factors for the study of a unified commerce strategy 

Our experience as a marketer tells us that there is no ideal solution for everyone , and that every project, brand, product or service must be subject to preliminary evaluations and careful and calibrated studies , so as to create the correct marketing mix that can be appreciated . both from the company and from its audience.

In general, however, we know what is meant by an “effective shopping experience “: it is the experience that the customer experiences in his relationship with the brand and, when positive, it is also all-encompassing, satisfying, loyal. This experience must therefore necessarily be the result of a preliminary innovative strategy, original and capable of integrating different marketing tools. At the same time, it will also have to take into account a well-defined set of factors : 

  • The online and offline channels, the most advanced and performing applications and technologies
  • The needs, expectations, desires of the potential client
  • Really implementable solutions to satisfy them

In the positive shopping experience , the level of engagement between user and brand is maximum and, as a rule, it is the result of an omnichannel project that sometimes reverberates in a unified commerce project . This type of solution is particularly suitable for the Business to Consumer and for the Retail sector, but not only, and aims to integrate different multi-channel strategies so as to create a shopping experience that is not only consistent with the identity of the brand, but also unique to the consumer . 

The importance of the consumer experience

So here we come back to the important point of the ” customer experience “, that is the experience that the user will experience as he proceeds through the purchase funnel. 

No shopping experience will ever be effective if the company or marketer is unable to focus and analyze three fundamental aspects : 

  • Knowledge of the public
  • The creation of personalized offers based on your needs
  • The satisfaction and loyalty of the acquired customer

Knowing your target audience means having a precise picture of their demographic and behavioral characteristics, as well as knowing exactly their purchasing needs. Tools such as clienteling , but also different methods of benchmarking and analysis tools , allow you to have a clear picture of your target – and consequently to operate in the correct way not only to attract it, but also to retain it .

We must always keep in mind that every data we obtain from a prospect or an acquired customer is a gold mine of information that will help us to outline tastes, expectations and personalities : from the type of purchases made to the number of commercial transactions up to the period in to which they have been made, from the payment methods used to the tools, every single information is needed. Always!

Generating personalized offers is the inevitable step to take once we know the customer or lead in front of us. A standardized and impersonal offer is, today, synonymous with failure . 

On the contrary, the coherent, synergy and centralized management of the entire customer journey becomes the indispensable tool for the brand to move in a common direction , providing ad hoc products and services increasingly studied on the personal needs of the customer or prospect. 

Making sure that the customer remains happy (and loyal) is always the end-game

A customer struck by a personalize offer, which takes into account his unique characteristics and needs – not those of a mass audience, but rather of him, as an individual – is already by nature a potentially very satisfy customer . 

However, for the shopping experience to be truly effective from every point of view, the acquire customer must be kept happy and, consequently, loyal . In general, the company’s goal in this phase will be to align the customer journey and business strategy so as to build that essential factor for a successful User Experience: trust . 

What does it mean to be trustworthy for a company? 

It is equivalent to knowing how to convey to each of your customers the importance and value of their daily choices , communicating the attention paid to their specific needs through punctual and timely customer care, updating them on the arrival of products or services that could actually bring them a added value, contact him actively (but without suffocating him!) to acquire new and valuable information that will allow the brand to make strategic plans in line with the real needs of its interlocutor. 

In general, a trustworthy company is one that genuinely cares about its customers , and that thinks about their satisfaction in an honest and transparent way. 

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