{"id":957,"date":"2012-10-10T09:26:00","date_gmt":"2012-10-10T09:26:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2012\/10\/10\/el-nuevo-acto-de-compra-shopping-experience\/"},"modified":"2025-11-03T11:52:31","modified_gmt":"2025-11-03T11:52:31","slug":"el-nuevo-acto-de-compra-shopping-experience","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/el-nuevo-acto-de-compra-shopping-experience\/","title":{"rendered":"The new purchasing act: SHOPPING EXPERIENCE"},"content":{"rendered":"<p><!--[if !mso]><![endif]--><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><\/div>\n<p><!--[if gte mso 9]><xml> <w:WordDocument>  <w:View>Normal<\/w:View>  <w:Zoom>0<\/w:Zoom>  <w:HyphenationZone>21<\/w:HyphenationZone>  <w:PunctuationKerning\/>  <w:ValidateAgainstSchemas\/>  <w:SaveIfXMLInval>false<\/w:SaveIfXMLInvalid>  <w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>  <w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>  <w:Compatibility>   <w:BreakWrappedTables\/>   <w:SnapToGridInCell\/>   <w:WrapTextWithPunct\/>   <w:UseAsianBreakRules\/>   <w:DontGrowAutofit\/>  <\/w:Compatibility>  <w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel> <\/w:WordDocument><\/xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\"> <\/w:LatentStyles><\/xml><![endif]--><!--[if !mso]><img decoding=\"async\" src=\"http:\/\/img2.blogblog.com\/img\/video_object.png\" style=\"background-color: #b2b2b2; \" class=\"BLOGGER-object-element tr_noresize tr_placeholder\" id=\"ieooui\" data-original-id=\"ieooui\" \/><![endif]--><!--[if gte mso 10]><![endif]--> <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">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<\/span><\/b><span style=\"font-family: Arial;\">.<b style=\"mso-bidi-font-weight: normal;\"> <\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">We are facing a new consumer, <b style=\"mso-bidi-font-weight: normal;\">chameleon<\/b>, <b style=\"mso-bidi-font-weight: normal;\">digital<\/b>,<b style=\"mso-bidi-font-weight: normal;\"> socialized<\/b> to 100% with the 2.0 era and continuously <b style=\"mso-bidi-font-weight: normal;\">connected to the online world<\/b>from 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.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Today&#039;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. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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<b style=\"mso-bidi-font-weight: normal;\"> studies that indicate that 75% of purchase acts are decided at the same point of sale<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">But,\u2026 <b style=\"mso-bidi-font-weight: normal;\">That<\/b><b style=\"mso-bidi-font-weight: normal;\">Is it really a Shopping Experience 3.0?<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">There are many marketing actions that come into play when it comes to improving the<b style=\"mso-bidi-font-weight: normal;\"> <\/b>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.&nbsp;<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">&#8211; <u>Augmented reality<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> They are great technological advances that are currently being developed applied to the world of fashion retail.&nbsp;<\/span><\/div>\n<p><span style=\"font-family: Arial;\">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. <\/span>   <\/p>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"clear: both; text-align: center;\"><object contentid=\"5f343cca8c35fa54\" height=\"266\" width=\"320\"><\/object><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">&nbsp;<\/span><b><span style=\"font-family: Arial;\">&nbsp;<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">&#8211; <u>Olfactory marketing<\/u><\/span><\/b><span style=\"font-family: Arial;\"><u>:<\/u> 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. <\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">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.<\/span><\/b><span style=\"font-family: Arial;\">. <b style=\"mso-bidi-font-weight: normal;\">But the most surprising fact is that memory can retain 10,000 different aromas (Richard Axel and Linda Back)<\/b>.<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"clear: both; text-align: center;\"><a href=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s1600\/articuloeli.png\" style=\"margin-left: 1em; margin-right: 1em;\"><img decoding=\"async\" border=\"0\" height=\"153\" src=\"http:\/\/2.bp.blogspot.com\/-19OH8KM1bBI\/UHU6dpPcj9I\/AAAAAAAAALc\/UsDsn8eW85U\/s640\/articuloeli.png\" width=\"640\" \/><\/a><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><br \/><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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... <b style=\"mso-bidi-font-weight: normal;\">Success is assured!!!<\/b><\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">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...<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b><span style=\"font-family: Arial;\">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.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><b style=\"mso-bidi-font-weight: normal;\"><span style=\"font-family: Arial;\">Putting the consumer&#039;s needs before your own can guarantee positive repercussions.<\/span><\/b><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\">Elisabet Suarez<\/span><\/div>\n<div style=\"line-height: 150%; text-align: justify;\"><span style=\"font-family: Arial;\"><\/span><b><span style=\"font-family: Arial;\"><\/span><\/b><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<div style=\"mso-layout-grid-align: none; text-autospace: none;\"><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>With the rise of the internet and online stores, the in-store shopping experience has become a fundamental vehicle for generating emotional bonds with the new consumer. Consumer behavior today is nowhere near what it used to be. Our ancestors spent many hours wondering whether they should or should [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[48,50,54,51,49,52,53],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El nuevo acto de compra: SHOPPING EXPERIENCE -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/el-nuevo-acto-de-compra-shopping-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El nuevo acto de compra: SHOPPING EXPERIENCE -\" \/>\n<meta property=\"og:description\" content=\"Con el Boom de Internet y las tiendas online, la Shopping Experience en la tienda f\u00edsica se convierte en un veh\u00edculo fundamental para generar v\u00ednculos emocionales con el nuevo consumer. 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