Just so you could spend more time either fulfilling orders, doing things that you enjoy much more than marketing OR merely be able to work reasonable hours; Brand experience marketing, speaks to that need on a higher level and bridges the gap between brands and people to make those connections possible. A brand experience is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand.
Soheir K. Ghanem is an eCommerce and brand experience expert, a Public Speaker and the Host of the eCommerce QueenBOSS Podcast. She’s someone who can show you how to get your customers to do the heavy lifting on promoting your products to their friends.
She explains that, when executed with authenticity, Brand Experience Marketing is an immersive, holistic, humanistic messaging platform that appeals to a new type of consumer: one who is willing to spend a little time getting to know the brands they are considering. As well as spendingmore money, according to Harvard Business Review.
Nowadays, consumers will compare many brands online and offline before making their purchase decision. So as an eCommerce, you do not only compete with other websites, but with everyone else in your industry. Brand experience marketing is growing faster than advertising, PR, CRM, and media, at a rate second only to digital.
Why Is BRAND EXPERIENCE So Important Today for eCommerce?
Here are a few significant numbers to look at. 80% of consumers agree (60% strongly) overall experience is number ONE factor whether they purchase a product/ service.
87% say previous unique experience is essential (62% very) when choosing brands to use in the future. 78% agree (44% strongly) that they would pay more for a better experience with a brand.
76% of consumers say they view this experience asthe real test of how much a company values them.
Ultimately, providing a positive customer experience will keep your customers around. According to HubSpot, 80% of consumers would stop doing business with a company because of poor customer experience.
Moreover, Walker insights indicate that by 2020, customer experience will overtake price and product as the key brand differentiators.
How can you create and nurture a winning brand experience?
Consumers want to see that the companies and products they support have a life, a personality, and a passion to which they can relate. Companies can no longer afford to set up a barrier of billboards and TV commercials between themselves and the customers. Instead, they need to roll up their sleeves and get involved!
A consistent brand fosters a sense of security and brand loyalty in its customers. This concept applies to every detail from company uniforms and product packaging to architectural style and color schemes. When a customer comes across your brand, it should inspire thoughts of established cornerstones of your brand experience.
Key take away:
Consumers take great comfort in knowing what they can expect. Investing in designing a unique branded customer experience will undoubtedly be appreciated by your customers. Which will trigger stronger customer loyalty, as well as word of mouth recommendations for your products; which has forever been the most effective marketing strategy.
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