Why is it important the misnamed Shopping Experience

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We keep hearing how important it is what some call "shopping experience." Term, moreover, seems inaccurate as I've said once. But is this real importance? Or is this another one of those fads.

As I did at the time with the branding: "Why brands need to be emotional?", why try to clarify what the customer lives is so important.

We speak of experience when it comes to what the customer sees, feels when consumed or will consume a product. That is, when he has the need to purchase an item, when he seeks, when he finds, when he buys, when he uses it and when he throws it into the trash.

Upon reaching a memory we are reliving a feeling, a past experience. We say it is good or bad if it was positive or negative experience. The purchase is just another act of our daily lives. Then a brand (or product) will look better if we associate it with positive experiences.

The downside is that feelings are unique to that individual. Our brain is responsible for transforming the environment around us in experiences and feelings. Each of us build our own reality. Which to me can be a pleasant experience for another may not. Even when both have experienced the same situation at a time.

So ... How can we build a pleasant experience for our customer to associate it with us? First given to whom it is addressed. Al target. And from a demographic point of view, yes. But also from a psychological standpoint.

Once we know who will live that experience we design is a matter of chance. Let me explain. As I said earlier recall sensations and feelings that come to us quickly when the evoke the senses. We remember our childhood when smelling an aroma present in our childhood. Then to create a good experience you have to get through the senses. Which one? Of all. Because the scent that reminds me of my childhood to another can not evocarle nothing. But a certain taste, for example. So I say it is a matter of chance. And if both evoke the same feeling through several different senses, the better.

But what the customer lives is not limited to the purchase process. So I do not think it right to call it "shopping experience." Why do you think the customer experience begins and ends in that act. And it is not. The customer associated memories to our product before, during and after purchase.

The best way to convey something to show what you live. Then the term "Customer Experience" nor does it seem necessary. For every company has to live the experience to pass. There is something reserved for those who buy. Also they sell.

I like to use the term: Corporate Experience. Because they are experiences that are associated with anything related to the company (customers, employees, products, ...). The term "corporation" includes customer. For it is the rationale and the center of the corporation.

So we can say that we have a bad memory of a product, a brand, whether corporate experience has made us associate it with a bad feeling and vice versa. It is therefore important in the first sale, but also in the future. Key to the desired loyalty.

Why is it important then the Corporate Experience? Because if we have designed and implemented correctly will help us sell and loyalty. Because thanks to her associate our product, our brand sensations that will help us to be well positioned in the consumer's mind.