We hear it constantly: the consumer no longer only buys a product, but an experience. Easy to say, but is it as easy to do? Thinking customer experience, especially for families, is following a number of imperatives … For an optimized ROI, of course!
No family is alike and its members have very different needs to feel at home in their environment. To design an experience, to propose it, to satisfy and to retain, it is impossible to ignore the observation of the behavior of your customers. Does your customer base like advice or does it like to hang out? Is it price sensitive? Is it sensitive to technical information? The secret is to offer only a few essential values on the customer journey, without forgetting to surprise! After an audit, to well define its customer journey is the beginning of success. Experiential is all about the useful AND the pleasant, to facilitate exchanges between generations in order to motivate the purchase decision.
Lighting, music, furniture, payment methods … The proposal of a new experience can quickly change habits. Do not take the risk of creating dissatisfaction by asking your customers for a demotivating adaptation effort, especially since family shopping can already require a lot of energy. In an experiential design, even breaks are important.
Consumers are looking for a link, and pedagogy is creating a bond: educate the staff in contact for a smooth transition …. and complementary purchases! 81% of consumers are willing to pay more if the promised experience is qualitative.
The members of a family have different feelings a good global appreciation is not enough: to satisfy and attract loyalty, you must know how to listen to young and old and adapt. Good advice delivered upstream releases many disappointments, but continuous improvement is a must at a time when the evaluation of the experience rarely forgives. 65% of dissatisfied customers speak to those around them.
Sources : Harvard Business Review / INES CRM / MdaMDB