How brands can balance the vast shopping experience

Brands should consider various aspects including environmental, emotional, and transactional.

With consumer experience forming part of brand strategies, businesses should be able to balance the various facets of the shopping experience which may include a convenient waiting line and efficient customer service, amongst others, according to a Kearny Consumer Institute (KCI) report.

In balancing the different components of the shopping experience, Kearney said brands should consider various elements from environmental to emotional to transactional.

They should also “redefine experience” based on the end goal of the consumers, instead of the individual elements.

In a study, KCI found that consumers want help from customer service but only to a certain extent, with 63% of the respondents saying they prefer if the salesperson leaves them alone instead of greeting them or asking if they need help.

ALSO READ: Consumers expect ‘delightful distractions’ in shopping

On the other hand, 80% said they prefer a good customer service experience that takes longer.

“In a world where brands are in ever-increasing competition for consumers’ seemingly ever-decreasing attention spans, experience has emerged as a way to differentiate product and brand positioning. The problem is it’s easily misinterpreted, ill-defined, and too often conflated with entertainment and bells and whistles,” Kearney said.

Kearney added that brands should build connections and long-term relationships by leveraging recognition, respect and familiarity.

The KCI report found that respondent find shopping as an escape from their day-to-day stress, and 64% said shopping helps them feel more confident and secure.