Within omnichannel journeys that count more touchpoints (we’ve gone in 10 years 2-6 touchpoints per purchase journey on average), hash should be considered as customer standard. The moment the customer spends in the store should be the moment of truth for the customer (…)
It’s easier for a digital interface to present the product at its best, erase the ugly aspects, or even make a representation that doesn’t quite line up with reality. Who has never been disappointed when receiving an online purchase? The material, cut, size and quality of finishes do not correspond to the image we made of the product.
This is where the power of retail lies: It is impossible to cheat in front of the customer ! In stores, I can see everything, touch everything, smell everything, try everything. Moreover, almost half of consumers during confinement regretted that they were no longer able to touch and test products in stores (Source: Mood Media 2021 study). And if doubts remain about manufacture, source, origin of the material or working conditions, I can find out more from a consultant.
Evidence of the attributes presented
(…) The Evidence Corner must allow the mark Proof of product superiority Thus leaving the possibility of checking it to everyone. Ikea has installed a crash test booth in its stores for one of its office chairs. Inside a glass cage, an armchair was exposed to the action of a press (reproducing the pressure exerted by a person sitting on it) and a digital counter displayed the number of actions actually performed on the armchair. It was enough to cross tens of thousands of procedures presented in the perfect condition of the armchair to be convinced of the high quality of the product. Proof experiment succeeded! (…)
Likewise, when a brand advocates an environmentally responsible approach via social networks or communication campaigns, does the customer not have the right to demand proof of its commitments? In fact, customers expect brands to provide tangible evidence of their commitment. A level of customer demand that rises as the brand’s initiatives multiply, whether in luxury, fast fashion or cosmetics. In what ways is the brand tangibly involved throughout the process? What impact does my purchase have on this global commitment? The customer also has the right to know what role he plays in the action he has initiated, and thus understand its impact.
But apart from the product, does the brand’s retail align with the brand’s message? Is electricity green? Does the store design use locally recycled materials or are made from recycled materials? How is the waste generated from the production and overall operation of the brand’s activity managed?
A consumer actor searching for meaning
Purchasing is no longer an insignificant act but a civic act, a quasi-political approach. The active consumer searches for meaning and claims the right to choose a brand for what it is but also for what it does or does not do; Especially for the planet.
The more holistic the experience of delivering a product (that is, it engages the senses, thought, emotions, relational and spiritual in the sense of vital energy, in a coherent way), the more meaning it generates for the customer and the more meaningful the making of the purchase becomes.
Overall, demonstrating knowledge, experience and commitment to the brand makes this possible Reduce price sensitivity. Indeed, having understood the high technology of the product, the high level of brand commitment, the high quality of the materials used, the customer easily understands and accepts a high pricing policy. The proof column can then be strategic for brands of premium or high-end stature.
As you understand, it is time to achieve consistency between brands and the customer has all the necessary information and tools to control it. The McCann-Erickson Corporation formalized it at the beginning of the twenty-first century with these terms: “Marketers increasingly recognize that consumers are human, live, and have experiential needs: consumers want to be motivated, entertained, educated, and challenged. They are looking for Brands that provide meaningful experiences and thus become a part of their lives…Experiences are personal events that occur in response to specific stimuli (eg, provided through pre-purchase and post-purchase marketing efforts).The experience involves the whole organism and can be infused into a product, or use it to improve a service, or create it as an entity.Experiences provide a way for consumers to engage physically, mentally, emotionally, socially, and spiritually in consuming a product or service, making the interaction truly authentic.”
Thus, the criteria for evaluating the evidence will appeal to all senses but also to the client’s spiritual quest.
The authors: Rémi le Druillenec and Quentin Obadia co-founded Héroïne in 2020, a design agency that specializes in customer experience and engagement. ROX to Save Trade”, published in October 2021 by 1min30 publishing house, 150 pages, €19.90.