Brands should enhance the product journey to improve the consumers’ shopping experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2020, 12:45 PM UTC

Differentiating between shopping and buying experiences can help brands create meaningful consumer relationships.

This piece argues that brands should work to improve their shopping experiences, rather than just making it only a functional task. With over half of consumers feeling that shopping is impersonal, marketers should work towards distinguishing ‘shopping’ and ‘buying’ experiences.

Providing insights about the production process can help marketers add value to their consumers’ shopping experience. Marketers should also focus on factors like privacy, innovation and influencer ecosystems and cultural differences to create favourable shopping experiences.

Creating different ‘experiences’ that go beyond physical stores can help marketers foster loyalty at every touchpoint of the consumer journey and drive sales. The author contends that brands should build long-term experience strategies aimed at providing consumers with convenience, value and a sense of excitement and connection.

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[13 minute read]