Ingredients for Success: Experiences & Personalization

Companies are no longer just concerned about meeting sales goals, in the latest years, marketing strategies have shifted their focus into the consumer, understanding that buyers are not just looking for a product, but a complete, personalized shopping experience.

In order to create customer-centric strategies, we must be able to understand all the aspects surrounding consumer behavior and apply all gathered knowledge to improve customer experience. The rapid growth of technology and social media, new generational shopping behaviors, cultural shifts and so on, have created a new consumer who is much more demanding and less loyal.

According to Google, about 62% of consumers are expecting brands to deliver a consistent experience every time they interact with a brand, but only 42% believe brands are actually doing this. Providing an entirely personalized experience throughout the customer journey should be one of the ultimate goals for businesses, but it’s not always easy to execute.

The retail industry is one leading the way, integrating both online and offline to provide a better customer experience. Recommendations based on purchase history, personalized emails, incentive-based campaigns to promote customer advocacy, “buy online, pick-up at the store” options, these are just some of the few ways retailers are taking advantage of customer data and technology to provide a seamless shopping experience.

The changes in consumption behaviors in today’s market is pushing companies to look for ways to get customers attention by not only selling products and services, but an experience. Unique and memorable experiences that makes them fall in love with your product or service, and that will not only generate loyalty, but advocacy, something extremely valuable for companies in today’s digital environment. Offering a unique experience focused on the customer’s journey will help brands stand out in a saturated market and build a strong, long lasting relationship with their audience.