Consumer preferences are constantly changing for a variety of reasons. The main cause of this change is generational change. As a result, retailers need to change to keep up with changing customer needs. More and more companies are moving from the concept of selling things to the concept of “selling” experiences and calling it experiential commerce. So, keep reading to understand the rise of experiential commerce better.
Explaining Experiential Commerce’s Rise
Unlike previous generations, millennials are not materialistic. According to an Eventbrite study conducted by Harris Poll in 2014, 78% of them prefer to spend money on desirable events or experiences over desirable objects. Globetrotter stores in Germany have also incorporated this into their business strategies. For example, they created a place where you can come in and hop in the rain, paddle a canoe, climb the walls, etc.
In addition, many fashion stores are now fully equipped with VR/AR tools. Thanks to that, they allow you to see how you would look wearing one of their outfits. For example, Warby Parker offers an AR tool that lets you see what your face would look like wearing their glasses. In general, by focusing on experiences instead of selling things, retail stores are likely to attract the most demanding customers.
However, it will not be easy for e-commerce companies to achieve this type of connection with customers because they have no physical touchpoints. That is why pure e-commerce companies like Alibaba, Amazon, Warby Parker have opened physical stores or invested in companies with an offline presence.
How to Be Successful in Experiential Commerce?
When it comes to experiential commerce, you have to consider several components that can improve your approach to experiential commerce. The reality is that many retailers have come up with very innovative approaches to customer acquisition and retention.
Immersion
A powerful strategy for showcasing the value and appeal of a new product is to allow potential buyers to experience it firsthand. For instance, in a store specializing in children’s toys, the most effective way to convey the product’s appeal is by letting children actually play with the toys. This hands-on experience provides a tactile connection, allowing customers to see, touch, and interact with the product, which can be far more persuasive than mere descriptions or images. It not only helps potential buyers understand the product’s features but also fosters a sense of engagement and excitement. By offering this experiential approach, businesses can effectively bridge the gap between product and customer, leading to a more compelling and persuasive shopping experience that drives interest and ultimately, sales.
Context
It is essential to implement multiple physical touchpoints with buyers. As a result, you’ll have more opportunities to show buyers how your other products can enhance, change, or improve their lives.
For example, you can implement VR/AR tools for your clothing store. By placing new products in the context of the buyer’s lifestyle, you can get the buyer to make a purchasing decision.
Emotional Connection
In the world of retail, creating a memorable in-store experience is not just about selling products; it’s about forging a deep and lasting connection with your customers. When buyers are fully immersed in a positive in-store experience, an emotional bond is formed. This connection goes beyond the transaction itself; it’s about the ambiance, the service, and the overall feeling that customers take with them when they leave. It’s this emotional connection that compels them to return and, even more powerfully, to share their positive experiences with friends and family.
The key to nurturing this emotional connection lies in consistently delivering exceptional shopping experiences that leave a lasting impression. It’s not just about what you sell but how you make your customers feel during their visit, ensuring they leave with the products and a sense of delight and satisfaction. This emotional connection is the secret ingredient that turns one-time shoppers into loyal, devoted customers.
Personalization
Nowadays, buyers tend to look for a personalized shopping experience, and experiential commerce is the perfect tool for providing this unique experience to buyers.
Through sophisticated software systems and behavioral analysis tools, you can source and store buyer information when visiting your offline store or website. Then you can make some unique personalization ideas, such as printing the customer’s name on the product.
Inspiration
It is true to say that an inspired buyer is a happy buyer. For example, Saks inspires its customers by creating unique experiences for them to feel how this company can affect their lives.
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In Conclusion
In general, experiential commerce is becoming a trend for offline retailers, although this is not obvious. Hopefully, this trend will become more popular to enhance our lives and enrich our experiences in the future. Use ConnectPOS services to stay ahead of other retailers. If there is any question, do not hesitate to contact us now!
