Experiential engagement is worth it for future-focused brands
Brand Experience Planning
One of marketing’s biggest difficulties rests in linking ads with sales and growth. Restricted access to consumer data limits brands’ ability to target and reach customers accurately, resulting in frequently irrelevant advertisements that can be costly regardless of effectiveness. But what if brands looked beyond just conversion metrics in retail and looked toward building brand love and loyalty through engagement metrics?
- Extend your focus on engagement metrics
- Use digital to power emotionally-resonant creative experiences
- Implications and future impact
How experiential e-commerce virtualises the in-store experience
- Experiential e-commerce boots consumer confidence
- Deliver personalisation and relevance with contextual triggers
- Third-party marketplaces make experiential e-commerce accessible and scalable
- New retail thrives on a unified commerce model
How experiential e-commerce boosts consumer confidence
One of the major benefits to experiential e-commerce is that is improves buyer confidence. The typical online shopping experience relies on product images or, if you’re lucky, a video that provides a closer look at the product’s uses or features. These are useful, but they don’t answer all the questions customers might have about the item.
Experiential e-commerce is a customer-centric strategy that strengthens the bond between the brand and consumer through a virtualised shopping experience.
Deliver personalisation and relevance wit contextual triggers
A strength of e-commerce that can’t be understated is its use of personalisation: based on interests, defined needs or previous shopping history, consumers can quickly find the exact product that they need on a website, in a n app or even to collect in-store.
And as explored above, experiential e-commerce opens opportunities to take personalisation and contextual shopping to the next level – even taking some fo the more iconic features of brick-and0mortar retail and making them better online.
Third-party marketplaces make experiential e-commerce accessible and scalable
These features are some of the latest in support of long-term New Retail strategies that build on customers’ desire for highly personalised and intuitive shopping experiences. Supported natively by some of the most popular channels in China, experiential e-commerce has become much more accessible for businesses.
New Retail Thrives on a Unified Commerce model
One way for brands to better connect with consumers anywhere and everywhere is to take a more unified approach to online and offline commerce, giving touchpoint equal weight in your strategy, while also optimising the seamless and omnichannel customer decision journey with a performance-driven mindset. Succeeding with this strategy is key to suing experiential e-commerce as a creative differentiator, offering an experience that’s not only convenient, but engages customers in new, value-added ways.
As brands increase their investment in technologies that supports mobile consumers, experiential e-commerce will become critical in meeting shoppers’ expectations, increasing confidence and boosting engagement in digital shopping – helping brands differentiate through an unparalleled customer experience.
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