This article is part of SWOT Team, a new series on Mashable that features insights from leaders in marketing, brand-building and public relations.
It’s time to talk about customer experience on the web.
If a woman is shopping for a new pair of heels and the store clerk offers her men’s loafers, she'd be frustrated and probably less inclined to shop at that store again. Online however, she brushes off the analogous experience as just another piece of irrelevant advertising. Why is our tolerance level for these poor experiences so low in person, but so high online?
The best brick-and-mortar experiences are hyper-personalized. When you walk into a store, you rarely make it a few steps before someone asks if they can assist you. These managers, clerks and servers who we interact with one-on-one are an important part of the shopping experience. Just think about why you choose the same coffee shop every morning. Maybe the lattes are good and the price is right, but you also value the great face-to-face interaction with a friendly staffer — whether it’s the person you chat with at the register or the barista who knows your order by heart. Read more...
More about Retail, Ecommerce, Brick And Mortar, Business, and Small Business
from MashableTom Wentworth
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