Consumers need more than ever to escape, dream and live a unique story. Let us also distinguish here the concept of “Story telling” (the story is told by a brand to an infantilized customer / spectator) and that of “Story living” (the brand offers to share a journey, a moment, with a customer actor of his discovery).
An immersive experience is thought out and worked as a parenthesis in everyday life. The solicitation of the senses produces emotions and makes it possible to engage the customer. This creates a strong memory imprint, which binds the visitor more deeply to the brand and remains present longer in his mind.
To take customers into the world of the brand, it will offer interactions throughout the journey, in which the customer then takes an active part.
With UGC (User Generated Content), using the store as a medium becomes a real alternative to buying advertising space in the media.
As soon as the moment experienced in the store is strong, the chances are high that the visitor will want to share it with his community via social networks. The recommendation of a relative being always more convincing than a communication campaign, it is a safe bet that the recruitment rate will be improved by this process. All it takes is for the brand to share the content created by one of its fans for it to be a real consecration for them!
Some brands are also completely reviewing their marketing investment, word of mouth 2.0 becomes a quest when 70% of French consumers active on social networks say they consult UGC at least 2 to 3 times a week. Above all, they trust posted photos 7 times more than traditional advertisements. (…)
Retail is now a media! Investing in strong voices in retail is indirectly investing in a BtoCtoC(toC…) media plan. the retail should therefore no longer only be evaluated on the basis of its business performance but also to that of its ability to produce user-generated content, a real marketing arm. Designed as a media, it offers renewed experience devices to maintain a high level of interest and surprise. The content then generated will boost traffic at the point of sale by recruiting much more widely than in the catchment area of the store network and will promote brand awareness. (…)
Create a strong memory imprint
As you have understood, from our point of view, the single customer journey is heresy, as the customer is protean and his journey is omnichannel.
However, all customers have one thing in common: when they go to a store, it’s for confront each other “in real life” to your products or services and find what they couldn’t find online.
Product testing must therefore be at the heart of your retail journey, and we insist, the solicitation of the different senses is the best way to create a strong memory imprint on visitors.
The difficulty in appealing to the senses and summoning emotions is the main handicap of online commerce. With an average conversion rate of 3% in France, all sectors combined, it is easy to understand that customers often end their journey “in real life” in a store and that emotion is a key success factor in transforming their visit. .
An advisor more than a seller!
As soon as a brand thinks globally, there is no longer any obstacle for a seller in a store to place an online order for his client. For this, it is necessary to merge the customer databases and the stocks between the shops and the e-commerce site in the same geographical area. But in the age of Big Data, this is hardly a technical problem, rather a change of culture within companies.
This can be effective in several ways:
– Place the order on behalf of the customer.
– Facilitate the online transaction by sending the exact references desired and tested in store to the customer’s phone.
– Pre-fill the shopping cart in the brand application.
The seller, who has become an advisor, uses the right method on a case-by-case basis depending on the character of his visitor. Offer the right experience at the right time for this customer, without being intrusive, without wanting to push the product available in store, but also without losing the sale. Offer essential advice and an appeal to the senses in the store to discover the product.
THE AUTHORS :
Rémi le Druillenec and Quentin Obadia co-founded Héroïne in 2020, a design agency specializing in customer experience and engagement. The ROX to the rescue of commerce”, published in October 2021 by 1min30 Publishing, 150 pages, 19.90 euros.