The One Store: Brand Experience
THE BRAND EXPECTATIONS OF THE MODERN CUSTOMER
Every part of a shopper’s retail journey influences their overall experience of the brand – the feeling they get when they shop. Retailers face a challenge: delivering the experience they aim for across an ever-increasing array of channels and customer touch points.
Today’s shoppers buy online at any time of day, visit multiple stores and even interact with brands on social media. There are simply more opportunities to disappoint modern customers. It’s common for the in-store service to be perfectwhile the online service is severely lacking – or visa versa.
The problem is, when the brand experience is not consistent it creates confusion
that weakens a consumer’s perception of the brand. Shoppers expect their brand experience to join up, they expect the online retailer and the bricks and mortar store to operate as one business – as One Store.
Delivering a consistent brand experience online
By Mark Thomson
Learn why it’s important to aim for consistency in the brand experience across online and in-store shopping. In this post you’ll find insights into why customer expectations have changed and areas to consider when aiming to deliver a consistent brand experience.
How to delight the modern customer at every touch
By Karen Heywood
Learn how the expectations of today’s customers have changed, and why there are so many connections between retailers and customers – making it more difficult to deliver a consistent brand experience across every touch point.