In a crowded marketplace with high levels of competition, today’s online retailers need to lean into every available opportunity to elevate their customer experience. Paying close attention to the concept of the modern digital showroom is key to differentiating your offering from close competitors, giving customers a reason to stay engaged, loyal and converting.
What is meant by the digital showroom? Sometimes referred to as the digital shelf, the digital showroom represents the way that your customers experience and interact with a product on their pathway to purchase. It’s made up of a wide range of digital touchpoints, and no two experiences are likely to be the same.
In this article, we’ll explore some of the ways in which the concept of multisensory experiences within the digital space can help give your business the edge.
As online retailers, it’s our responsibility to ensure that we’re delivering the richest and most informative representation of the products we offer. In order to convey the most rounded and appealing impressions, retailers have long relied on engaging customers through more than eye-catching visual appeal alone.
We’re familiar with the concept of modern store design factoring in multisensory experiences. From specially curated playlists and store-specific fragrances to carefully considered lighting and free samples – sight, touch, smell, sound and taste are commonly used by brick-and-mortar stores to add depth and complexity to their customer experience.
Shoppers have come to expect an evocative purchase pathway that engages their senses. And increasingly, this is an expectation that online retail can weave into its own digital showroom strategies.
While the opportunity to create multisensory digital experiences exists, there’s no denying the fact online retailers face a unique range of challenges when it comes to presenting their inventory in this manner.
Online retail has traditionally been dominated by visual media. We ask our customers to trust in the quality of our products, and hope that images will be enough to present a product experience that is compelling enough to warrant conversion.
The ability to communicate the texture, taste or smell of our products is challenged by the digital divide. How, then, can multisensory experiences be leveraged within the digital showroom?
Providing a rich digital customer experience has never been more important. Expectations are shifting – customers demand (and deserve) the richest and most consistent experience possible.
Offering control, consistency and automated content scoring to help keep brands represented, ECP’s digital content experience platform is the perfect partner for those looking to lean on an increasingly sophisticated, multisensory customer experience.