Celebrated this Friday (15), the Customer Day It is an opportunity to reflect on the balance between price and experience in attracting sales to retail stores. Professionals in the shopping centers and commercial galleries believe that both variables play an important role in customers’ purchasing decisions. Offering a good shopping experience and a competitive price can be the key to attracting consumers, regardless of their social class.
I believe that, even in shopping locations focused on the upper middle class, such as Jardim Pamplona, the price and promotions are still an important attraction. However, customers want to have the perception of more value for their money, and this is where the enormous relevance of experience comes into play throughout the entire consumption journey, which defines the final purchase decision, says Raquel Sciammarella, Marketing Coordinator at Jardim Pamplona Shopping.
Examples of this include events held in the car parks of Carrefour Property’s gallery chains, such as Beerland’s traveling craft beer festivals, which attract crowds with drinks, food and live shows.
Our shopping arcades are all connected to Carrefour, Atacado and Sam’s Club Hypermarkets. a few years ago, they have already consolidated their role as convenience for the consumer. However, within Carrefour Property, we already have a strategy to increasingly add experience and entertainment to these spaces in a very effective way, whether on special retail dates or sporadic events. In our spaces that already live strongly with this purpose, the results are noticeable, explains Roger Teixeira, Marketing coordinator at Carrefour Property, a division of the Carrefour Brasil Group responsible for real estate assets in commercial galleries.
Furthermore, the transformation of traditional fairs into large cultural festivals, such as Butant Shopping which, throughout the month of September, transformed the traditional Feira do Bom Retiro into a large 30-day festival of Korean culture, can attract large audiences. , including consumers who do not normally frequent these places.
When we decided to invite Feira do Bom Retiro to hold the Butant K-Fest here, our main objective was to prepare something truly great, as well as a large and engaged community of admirers of Korean culture in So Paulo. Therefore, we teamed up with all the most important institutions in this universe in Brazil and created an intense agenda with dozens of shows and activities, says Franklin Pedroso, Marketing coordinator at Butant Shopping.
Multi-use complexes, such as the Paseo Alto das Naes development, which combines shopping, services and residential, commercial and mixed towers, are becoming more common in large cities. These spaces offer facilities not only for their residents, but also for the surrounding community.
Paseo Alto das Naes was born focused on the consumer experience and journey. For example, around 50% of our points of sale are dedicated to service and well-being, in addition to large common areas, such as our coworking petfriendly. Furthermore, we will soon have a large green area, a true park in a private area and completely open to the public, highlights Fabiano Carvalho, responsible for Marketing at Paseo Alto das Naes.
This movement in shopping centers provides an answer to another recurring retail question: yes, the physical store is still very important and plays a fundamental role in the customer journey. And the advantage of this point of sale being inside a shopping center or a commercial gallery, is that it gains the support of its relationship actions to guarantee a memorable and positive experience for its consumers, especially on special and commemorative dates.
Furthermore, technology plays an increasingly important role in improving the customer experience. Artificial intelligence, including chatbots, is being used to optimize communication and interaction with customers. According to data from Opinion Box By 2023, 88% of people interviewed reported having the habit of shopping onlinea scenario in which this technology can offer natural and almost human conversations, improving the experience on different channels, such as WhatsApp, which is popular in Brazil. According to a survey by Infobip, a global cloud communication platform, in 2022, 81% of respondents stated that the application is an excellent channel for interacting with brands and companies.
AI can also be used for product recommendations, payments, answers to frequently asked questions, order tracking and after-sales support, improving the efficiency and quality of processes.
The rise of conversational experiences chatbots that use artificial intelligence is due to its varied benefits. On the company’s side, using these platforms reduces costs thanks to the automation of repetitive tasks, generates an increase in sales through personalized recommendations, improves scalability, since chatbots they can handle a high volume of conversations simultaneously without a drop in performance, and it helps the brand to have more consistency, with standardized services.
On the customer side, there is an improvement in the service available at any time, personalized experiences that improve the relationship with the company, elimination of language barriers, since AI chatbots are multilingual, and mainly, agility, which provides answers instantaneous and eliminates frustration for customers who have to wait for service.
Therefore, on this Customer Day, there is no better gift than what a person can find in their favorite store, online or offlinethe best price and the best experience, together.
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