With the Internet Boom and online stores, the Shopping Experience in the physical store becomes a fundamental vehicle to generate emotional ties with the new consumer.
The behavior of consumers today is not even close to that of before. Our ancestors spent many hours thinking about whether or not they should satisfy their consumption. Nowadays, this fact has lost force. We increasingly find more psychological alternatives to satisfy or justify the compulsive impulse towards purchasing. We can say that there is an increase in material consumption in the economies of modern consumers, who are hungry for exciting experiences.
We are facing a new consumer, chameleon, digital, socialized to 100% with the 2.0 era and continuously connected to the online worldfrom whom he hopes for the best to add to the experiences of his offline reality. Your connection transcends borders, it no longer has limits... smartphone, PC, tablets or other devices with which we live today... Digital technology is changing consumer expectations. Now they are the ones in control of the information.
Today's consumers do not buy products, but rather they seek experience. His behavior is no longer so physical, but varies depending on his environment, what he says and what he observes.
Brands must project those values that identify a clear image of their physical store. An image that is capable of creating a memorable shopping experience for the consumer; If a consumer is satisfied with the purchase, the possibility of repurchase is much higher. Well there are already many studies that indicate that 75% of purchase acts are decided at the same point of sale.
The value that we in the marketing departments add to the brand, more than the value of the garment itself, is often what ends up really defining the purchasing experience.
But,… ThatIs it really a Shopping Experience 3.0?
The possibility of creating a unique environment in a surprising visual environment, whether physical or virtual. Where the consumer and/or buyer can interact with the brand and receive gratifying emotions capable of making them evoke memories of their life in order to arouse the desire to purchase.
There are many marketing actions that come into play when it comes to improving the Shopping Experience of consumers at the Point of Sale or how to turn this visit into an experimental one. Among them we can highlight the new augmented reality apps and olfactory marketing.
– Augmented reality: They are great technological advances that are currently being developed applied to the world of fashion retail.
This recent innovation allows us to put clothing on our real image to help us complete our vision of reality before actually trying them on in the changing room.
It is a way to impress the client by generating the desire and interest to acquire what just a few seconds ago they had superimposed on themselves virtually. There are firms that are already using this system in their physical stores.
– Olfactory marketing: In recent years, it has been very important when it comes to providing added value and creating positive Shopping Experiences, since having an olfactory signature reinforces the identity of the company.
In 1999, scientific research from Rockefeller University in New York revealed that men and women are able to remember the 35% of what we smell.. But the most surprising fact is that memory can retain 10,000 different aromas (Richard Axel and Linda Back).
Because the evocative power of the smell and the powerful force of association of smell with memory means that every time the consumer feels that aroma again, they associate it with your brand. And if we add to this that the aroma directly affects the brain and it has a direct relationship with emotions and their consequences... Success is assured!!!
But we cannot stop at this alone, there are many ways to enhance desire and attract the consumer to purchase. Marketing is trying to influence consumer behavior through its perceptual channels...
But what do we want to create?: experience, atmosphere, communication or image... Being clear about what we want to evoke in the customer is essential to guarantee a unique Shopping Experience.
Putting the consumer's needs before your own can guarantee positive repercussions.
Elisabet Suarez
