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

1. Customers evaluate properties and services according to the properties of their offerings
   1. Search qualities - evaluated prior to pruchasing
      1. Colour
      2. Style
      3. Price
      4. Generally Tangible products
   2. Experience qualities - evaluated during product/service use
      1. Airline services
      2. Restaurant services
      3. Cars - marketers play up their image
   3. Credence qualities - cannot be accurately evaluated even after consumption
      1. Repairs on your computer - evaluated indirectly - does it work or not
      2. Generally services
2. Four dimensions of a customer interface that would work together to create customer experience
   1. Physical presence and appearance
      1. Physical appearance in an attribute of products and services in the offline world
   2. Cognition
      1. Thinking/knowledge aspect of the experience
      2. I.e. database information allows provision of a customised experience
   3. Emotion or attitude
      1. Can be virtual aspects
   4. Connectedness
      1. Ability of people/elements to work together to provide a satisfactory experience
3. Need to gain understanding of their experiences
4. Offline
   1. Hotels: chcocolate on the pillow

1. Describe the role of the website in the customer experience as one of giving off clues of various kinds - satisfactory experience or not
   1. Amazon can outperform human beings due to its 24/7 availability and prior customer preferences
   2. Functionality
      1. Can you trust a site with your CC details if it's continually down
   3. Sensory experience (smell, sights, voices)
   4. Great for the multichannel environment
      1. Drive customers to retail stores
         1. Photos on website
2. Transaction based - effective transaction processing is key
3. Can be integrated with offline

Anotações:

• dhndtjh'

1. Being greeted at the door
2. For
   1. Personal interations
      1. Experienced salesmen can up-sell, sell more
      2. Employees can make the shopper feel like a rockstar
   2. Instant replies for help
   3. Product received instantly
   4. Emotional thrill
      1. Physically touching goods
      2. Trying goods
      3. The whole experience
         1. Big day out
         2. Girls go shopping together
         3. Feel exclusive purchasing expensive items
   5. Shop aesthetics
      1. Music
      2. Lights
      3. Aroma
   6. Not divulging personal contact information
3. Against
   1. Not available 24/7
   2. Information at fingertips online
   3. Can be too crowded
   4. No waiting lines
4. Contrast buying beer ingredients online with offline