Zusammenfassung der Ressource
Explain the concept of “consumer experience.” What is the
relevance to Internet marketing? Contrast that with the role of the
consumer experience in the offline retailing environment
- Consumer Experience
- Customers evaluate
properties and services
according to the properties
of their offerings
- Search qualities
- evaluated prior to
pruchasing
- Colour
- Style
- Price
- Generally Tangible products
- Experience
qualities -
evaluated during
product/service
use
- Airline services
- Restaurant services
- Cars - marketers play up their image
- Credence qualities -
cannot be accurately
evaluated even after
consumption
- Repairs on your computer
- evaluated indirectly -
does it work or not
- Generally services
- Four dimensions of a
customer interface that would
work together to create
customer experience
- Physical presence
and appearance
- Physical appearance in an
attribute of products and
services in the offline world
- Cognition
- Thinking/knowledge
aspect of the
experience
- I.e. database
information allows
provision of a
customised
experience
- Emotion or attitude
- Can be virtual aspects
- Connectedness
- Ability of
people/elements to
work together to
provide a satisfactory
experience
- Need to gain understanding of their experiences
- Offline
- Hotels: chcocolate on the pillow
- Relevance in Internet Marketing
- Describe the role of the website
in the customer
experience as one of
giving off clues of various
kinds - satisfactory experience or not
- Amazon can outperform human
beings due to its 24/7 availability and prior
customer preferences
- Functionality
- Can you trust a site with your CC
details if it's continually down
- Sensory experience
(smell, sights, voices)
- Great for the
multichannel
environment
- Drive
customers to
retail stores
- Photos on website
- Transaction based -
effective transaction
processing is key
- Can be integrated with offline
- Consumer
experience
contrasted with the
offline retailing
environment
Anmerkungen:
- Being greeted at the door
- For
- Personal interations
- Experienced
salesmen can
up-sell, sell more
- Employees can
make the shopper
feel like a rockstar
- Instant replies for help
- Product received instantly
- Emotional thrill
- Physically touching goods
- Trying goods
- The whole experience
- Big day out
- Girls go shopping together
- Feel
exclusive
purchasing
expensive
items
- Shop aesthetics
- Music
- Lights
- Aroma
- Not divulging
personal contact
information
- Against
- Not available 24/7
- Information at fingertips online
- Can be too crowded
- No waiting lines
- Contrast buying beer ingredients online with offline