Experiential Marketing is gaining ground in the eCommerce sector. Integrating it into a strategy for this type of online business has no other objective than differentiation within the same sector.
What are its advantages, main features or significance of its use for online stores? These are questions that we will answer throughout this post, but first, a little bit of basic concepts so that you can understand it much better.
Today you could say with total certainty that everyone knows that it is an eCommerce. But if there is still a lag, an eCommerce or online store, is any company or business that develops its business activities through online media.
What is Experiential Marketing?
Unlike traditional marketing whose center is the product itself, Experiential Marketing (engagement marketing or emotional marketing) centralizes its resources on the consumer’s experience. To be more specific, experiential marketing in relation to eCommerce, refers to the customer’s experience during the purchase process and after it.
User experience and customer experience
Two main factors make up experiential marketing, beyond the scope or objective of each of its actions.
User Experience (UX), the experience that the user lives during their interaction with an eCommerce. Whether through an App or website, this is when factors such as an intuitive interface, an attractive design of the platform or even the time it takes for the app or web to load, charge most of the importance.
For its part, the Customer Experience (CX) or Customer Experience covers not only the implicit aspects of conversion or sale in an eCommerce. It is also at this time when the purchase process is important, from the moment in which the user decides to visit the online store until after the customer receives the product at home, with techniques such as after-sales help directed at exclusive to customer loyalty.
In short, this duet consisting of User Experience and Customer Experience is vital to a successful Experiential Marketing strategy.
Advantages and Errors of an eCommerce
If you are leading an eCommerce, and you want to know what are the benefits of implementing these types of strategies, take note of all these advantages and errors that you should avoid yes or yes.
Advantages of Experiential Marketing.
Value Creation: If an online brand takes care of the purchasing processes to the fullest in order to always offer a positive experience to its customers, it will increase the value of its brand in the minds of these consumers, which will also result in an increase in the fidelity and engagement.
Improvement of market positioning: in a hyper-saturated market where there are no geographical barriers, experiential marketing is perceived as another tool to improve positioning. The better the user experience, the better the brand will be seen in the market.
Creating long-term relationships: there is nothing more important to eCommerce than creating lasting relationships with your customers. The most effective way to achieve them is through experiential marketing.
Errors to avoid.
Several studies on the experience of purchase and post-purchase of users, estimate that 60% of consumers of retail chains and eCommerce, show a total disagreement with the services received by the brand after the purchase. A big mistake on the part of the brands.
Most of the eCommerce, devote almost all its resources to achieve conversions or sales in order to grow in the short term, leaving aside the value of carrying out an after-sales marketing strategy. They forget that it is much harder to get new customers than to keep those who already own.
Keys to a strategy 10
Current consumer trends and more specifically in the case of eCommerce, the customer also seeks a product that meets their expectations, personalized service, detailed information, security regarding data processing and, above all, speed of delivery, guarantees and refund policies.
However, when the purchase has already been achieved, customer loyalty will only be possible if the brand makes the “experience” of the buyer is also satisfactory, “memorable”. It is precisely then, when Experiential Marketing takes action.
Tips to positively influence the customer experience
Understanding the psychology that underlies a client’s behavior, provides enough information in order to gain their trust and loyalty. Although there are numerous techniques to achieve this, we will show you those that we consider indispensable in such a strategy.
Before and during the purchase
Customer Service: It implements the pertinent means so that in any instance of the process, the consumer can contact support and clear up any type of concern they may have.
Means of Payment: Offering various payment methods increases the chances of reaching a greater number of consumers.
Shipping Policy: A clear, efficient and truthful shipping policy will stimulate a sense of trust in the clientele.
Returns and Refunds: Reducing anxiety regarding product quality by providing transparent return and refund options is essential for the customer. Provide specific information about your policies and be faithful to them.
Guide or User Manual: Making the most of your purchase is very important for a customer. Provides directions and tips for use through infographics, redirection links to video tutorials or websites.
After Sales Customer Service: Develop feedback after effective purchase. Customer ratings and assessments of the product and experience will help you identify the user’s needs. Also, how you can make improvements in products and services.
Rewards: By means of the purchase confirmation emails and shipping notice, you carry out a fruitful Marketing E-mail strategy. Design a reward plan. For example, discounts for second purchase, refer to other people or purchases over a certain amount of money. You can also include game-marketing or gamification, among others.
Packaging: The fact that your products are received in optimal conditions, establishes an added value to them. Caring for this factor is cardinal when completing the shopping experience, emphasizing the experience.