It’s not difficult to understand that whilst most brands strive for creative, innovative and impactful marketing campaigns, the overarching goal is almost always measured by the tangible results. In short, when assessing a campaign’s success, we look towards the ROI.
Yet with consumers now demanding more for less, it’s becoming more and more difficult for brands to effectively boost their ROI and ensure brand loyalty. However, whilst difficult, it’s never impossible – and enhancing product experiences are a fantastic way to defy the odds.
This isn’t to say that simply creating a generic product experience for your consumer base will have an immediate effect on your brand’s ROI. In fact, done incorrectly, it could do more harm than good. However, this needn’t be the case. There are a number of ways to ensure your product experience strategies don’t fall short of expectation and luckily, we’ve noted down the core few so that you don’t have to.
Defining the Product
Marketing a product may sound like a simple task at first glance, but anyone within the industry will know that this isn’t strictly the case. A hurdle that many will fall over is simply defining the product in a consistent, yet engaging, way. It’s key that product experts understand the defined messaging of your brand or product so they can replicate it in their retail activations.
From this point on, you’ll be in good stead to present the product favourably and orchestrate an omnichannel strategy that delivers.
Presenting the Product
Arguably, popping up a product on your website is a simple task. But trust us when we say that’s not so. Consumers now require so much more than a two-dimensional image and brief description of a product when making a purchase – meaning that retail experiences need to deliver further than the shop floor and consumers expect to receive an immersive experience that they would expect to receive in a bricks-and-mortar store.
By tailoring your product’s presentation and experience, you’ll create a lasting impression for your consumer from afar. The more tailored and engaging a product experience is, the more impressionable it will be – and with research finding that brands whom create superior customer experiences driving 5.7 times more revenue than those who don’t, it’s not something you’ll want to ignore.
So consider what you’d want to know about the product and ensure you have the answer. Because consumers who have witnessed a product demonstration being 85% more likely to purchase a product, it’s clear that presenting the finer details, data and benefits will greatly advance your ROI.
Creating an Omnichannel Strategy
Whilst it would be incredibly convenient if consumers simply took one look at a product image on your brand’s website and committed to the purchase, it’s no longer the case. Consumers want to feel entirely engaged and connected with the products that they buy and as such, they need more information and more inclination to persuade them – so don’t rely on one channel alone.
We previously mentioned how important it is to ensure that product messaging is uniform across the board, and when structuring an omnichannel approach it becomes apparent why this is. When marketing a product within this strategy, you’ll be publishing information over a range of platforms – meaning consistency is key.
The COVID-19 pandemic has shown that consumers are choosing omnichannel buying experiences and retailers need to adapt to this methodology.
Customers are moving seamlessly between online and offline experiences, and are open to retailers who can best facilitate these transitions. The explosion in mobile retail means consumers are now researching products online and purchasing in-store but for retailers to develop their ROI, they need to capture customers at different touchpoints of their shopping experience.
The solution here is to focus on creating a second-to-none customer experience across all channels. Customers are looking for retailers they can trust to deliver exceptional service time and again. When transitioning between online and in-store experiences, customers not only want the same products to be available, they also want their experience to be seamless.
By investing in your product, the overall customer experience will be elevated. This means that conversions will improve along with brand loyalty and overall satisfaction – all of which will be reflected in the ROI.
Enhancing Retail Strategies to Drive Product Experience
Recent months have tested our usual marketing strategies to no end, but they have additionally shown just how important a good product experience can be when engaging with a remote consumer base. By enhancing our established techniques and finetuning our management strategies, there is no reason why we might not keep moving forward both within this tricky period and beyond.
Find out how we can transform your retail performance