According to the Multichannel Observatory of the School of Management of PoliMi and NielsenIQ , in 2021 46.1 million Italians had at least one digital contact with the brand before purchasing a good or service: 88% of over 14s in Italy;
Also last year, online commerce generated traffic of 39 billion euros in the country, up 21% compared to 2020. E-commerce is growing and retail is rapidly adapting to new online purchasing trends.
You immediately understand that digital is a challenging terrain for many companies.
Competition is fierce. Forward-thinking companies are trying to find new customers and retain existing ones by focusing on the digital brand experience .
Brand Experience meaning and value
Brand experience is the experience that a user (potential customer) has when he comes into contact with a brand.
Contact can be in physical stores, or in virtual touchpoints.
Keep in mind that a successful strategy includes multiple channels: physical ones have not lost their importance and effectiveness.
The fixed point is rather another: between virtual and real there is no longer such a narrow line of demarcation.
The real keystone in a successful strategy is therefore multi-channel integration.
Returning to the brand experience, the sensations that the user feels when he comes into contact with the brand can change the relationship between the person and the company.
It’s not just about increasing sales or launching a new india phone list product. Building a positive brand experience can help you win and retain customers more easily.
The long-term goal is to build a stable relationship.
Start from the concept that the brand is not simply the sum of the company name and logo.
Through those symbols, in fact, the brand represents itself and its community of people. The brand expresses relationships.
Sounds, images, texts, but also games, contests, challenges, community, vision and values: the goal is to create an engaging brand experience.
We mean engaging to the point that people can feel part of the brand and its community and enrich it. This happens especially when the brand and people share values and vision.