Sunday, August 23, 2009

Experience Marketing In The Retail Field

Experience marketing might actually be the definition of marketing for the retail industry. Customer experience is a key factor of success in the retail field. The product might be more complex that it seems in the retail industry. You are not offering a product, but more a service: finding the right product, at the right price, with the right advice.

There is actually two main component of experience marketing in the retail industry:
  • The core, or the basic: Have a clean store, not much waiting line at the cashier, the right product displayed, available, and so on. This is probably the most important. Nevertheless, as competition is getting much harder, you can't rely on delivering the basics.
  • The experience: The customer experience is a package that will encompass customer service, product range, access to information, and providing the little extra that will convince the customer to purchase at your store, and not the next block one.
Experience marketing implies to be creative, to find the new ideas, new services that will trigger the purchase, and also provide that famous "waow" effect, that will drive customer loyalty, and future purchases.

Experience marketing is probably a difficult art to master. Indeed, it is difficult to measure properly the effectiveness of the experience provided to a customer, and how much of it will drive the customer to buy. But the lack of it will ultimately turn stores obsolete.