When we prove to our customers that we care, when we go above and beyond to give them what they want, and we package up our offering with a punch of surprise – we can give our customers this kind of excited shopping delight. To keep customers coming back, you need to turn a faceless online store into a brand with a real human connection.Ī small group of innovative ecommerce brands are working out that the best way to build loyalty is to use a gift-giving mentality. To create Apple-esque moments of repeat purchase inducing emotion, online retailers need to do so much more. Glorious store design and outstandingly helpful staff can help the likes of Apple, Louis Vuitton, and Aesop take their customers into a trance-like state of rabid delight.Ī beautifully designed online store with ultra-swift delivery, and real-time customer service, is a definitive expectation. That feeling – the feeling you get when you open a gift – that’s the feeling retailers want their customers to get.īricks-and-mortar retailers can use the tried and true techniques of in store pizzazz to make their customer’s experience into a magical wonderland. If it’s a special gift, there’s an extra added meaning that adds to the afterglow. It means that someone cares enough about us to give us something nice, something they have specifically selected based on their knowledge of us as a personal. That feeling you get as you unwrap your gift, the skip of your heartbeat that comes with the surprise, the memories glowing inside you every time you use your birthday goodies. Like watermelon, sunshine and having friends, birthdays are something only the scroogey-est of fruit-hating British curmudgeons don’t enjoy.

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