Shopping Experience 3.0

Unpublished and increasingly personalized buying experiences

Shopping Experience, Web 3.0 has brought many changes (and many potentials) to digital commerce and how consumers perceive the buying experience of an online product or service. The network has become an “experiential scape, “a landscape in which to live and share experiences and emotions without any barrier or border between brand and customer.

Today, there is a multitude of consumer and market data that eCommerce needs to filter and use better.

Semantic web, new frontiers of social media, new CRM systems, and data storage. All new tools to collect new (and previously unpublished) information for the personalization of the offer and the buying experience. Main interests, attitudes, needs, themes, topics, everything you need to look at the various profiles as people and make them live personalized experiences.

The key word of this new shopping experience is “personalization.”

This is precisely the distinctive character of communication, advertising, and the purchasing process on web 3.0: personalization. In fact, a study conducted by IBM (International Business Machines Corporation) revealed that, by 2018, companies that offer customization would sell 30% more than those that do not.

What sets the 3.0 shopping experience apart?

Ad hoc content

The most important of the elements that define the success (or failure) of a shopping experience is psychology, which fits perfectly into the action area of ​​content. Those are ad hoc. It’s about understanding the emotions that move (or hold back) potential consumers and arousing the right ones with the right words. By identifying these consumers in all their characteristics, inclinations, needs, and interests, the relevance (and resonance) of the contents (and the emotions associated with them) will increase.

Content that will be customized and calibrated according to a specific register, style, and tone of voice. But not only. Because the added value derives from a personalization that does affect not only the form but also the information conveyed, the structure and the design itself of these contents, and of the web page or respective “experiential scape.” Knowing what to say, how, and where to say it.

Promotion ad (s) hoc

It is no longer (only) big data but intelligent data. By integrating “intelligent” and real-time data, the promotional activities will be targeted on the basis of the actions, paths, and all that is the “life cycle” of the consumer. Activities that will be part of a larger scheme that sees marketing automation flows for highly personalized loyalty and nurturing programs.

It is no longer a question of a large database of contacts with a single one-size-fits-all approach but of small and meticulous segmentations that, based on detailed analysis of the personas, separate the needs and characteristics of consumers, both as customers and as people. This is a step in which content is king, but segmentation is queen.

Integrated CRM systems

In a scenario where customer relationships are increasingly widespread and real-time, listening and interaction become fundamental, from social networks to integrated on-site CRM systems. The 3.0 consumer requires much more attention, and brands must provide themselves with preventive and proactive services to meet their needs and assist them in every moment of their purchase journey.

And what’s more proactive than an integrated live chat CRM system? An innovative customer relationship management system to recognize, encourage and assist them in every step of the buying journey. But not only that, but the feedback will serve to reconstruct the purchasing experience and the perception of customers and understand the moments that weaken or strengthen the relationship with the company.

The key word of this new shopping experience is “personalization.”

Multichannel

The 3.0 purchase journey is no longer linear, but it has become much more complex and passes through many more channels. Website, social media, search, display, email. It becomes central to evaluate the contribution of each of these channels, which play the role of touchpoint between the company and consumers. IBM survey reveals that 83% of consumers are more likely to buy from companies that allow them to control when, where, and how to interact. So if, on the one hand, the multichannel is at the base, and at the beginning, of the customer journey, on the other hand, it is fundamental for the data that will then be analyzed and used for the personalization and optimization of the shopping experience itself, making it coherent and synergistic.

Multidevice

Today, the customer experience is influenced by different channels, messages, and devices. Mobile is becoming increasingly important because the IBM survey found that mobile commerce will account for 24% of eCommerce revenues by the end of 2022. Mobile traffic is growing at a very fast pace, and offering an intuitive mobile-first experience that makes navigation easy is not only necessary but also becomes decisive. The mobile is now the door (and the key) to access the multi – and increasingly Omni – channel.

In short, digital commerce faces a constantly evolving landscape that requires a continuous implementation of techniques, resources, and technologies. Above all, a new approach that sees an unprecedented integration of data to keep pace with the consumer or a step forward. All this is to take him to the virtual cart and accompany him to the end of the funnel.

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