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
Descripción
Mapa Mental sobre 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, creado por Michael Bayly el 15/06/2014.
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
Nota:
dhndtjh'
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