Are You Emotionally Connecting with your Online Customers?
I shop online a lot. Being a self-employed Mum of two, I would say 90% of my shopping is done late at night with an iPad and a cup of tea. The quicker the transaction the better. And whether its groceries or gumboots, when I get online I know exactly what I’m shopping for.
My life comes with limited spare time and I’m calculated with how I spend it. So if you’re an online retailer and I’ve hit your site, you have about 5 seconds to get my attention and keep me there. Once I’m hooked the clock starts again and if I haven’t found what I’m looking for within 2 clicks, I’m out and onto the next site.
Online shopping can be a pretty dispassionate experience. Especially compared with that of bricks and mortar. There are no tangible items to grab fleeting attention as you leave a store. No passing glimpse of a must have shirt in a shop you wouldn’t normally frequent.
With all the time I’ve spent shopping online, I’d yet to emotionally connect with any retailer on the net, the way I do when greeted face to face.
Until last week.
Last week, I received two packages in the mail from two different companies. Dressed almost identically, they landed on my doorstep together on the same day.
Both packages held new season clothing for my kids. Both lots of clothing were comparable in price and quality. Both of them neatly folded and packaged. They’d arrived within their specified time frames. So by all accounts, two perfect online shopping transactions.
These two retailers, although sporting similar wares and packaging, couldn’t have been more different. A David and Goliath pair of a Local Mumpreneur run Small Business verses a huge well-known global brand.
By the time I’d torn open my packages and surveyed the goods, which again were all as expected, one package had gone from a generic online transaction to actual emotional connection. David and Goliaths approach to the customer experience was just like their businesses. Complete opposites.
Sitting atop the pile of jeans from the little Mumpreneur run Small Business was a beautifully branded postcard. Nicely weighted with a luxury feel, the card alone was on its way to being one of those things you find hard to throw away.
The cherry however, was on the back.
Thank you! I hope your little people enjoy their new threads.
Have a wonderful week!
Four handwritten lines. In those four lines, Mel had created an experience rather than a transaction. Those handwritten lines, on the beautifully weighted postcard put a smile on my face. Made me feel as if Mel really cared about her product, us and the new home it was going off to live in.
Later that night I found myself thinking about Mel’s card. Then her business. Then I was back on her site browsing through the items I had so ruthlessly skimmed over the first time.
And not only did I return, but my new purchases tripled the amount I spent previously and her site is my new first stop for kids clothing. All because of the one simple way Mel created an emotional connection.
Four handwritten lines.
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