For online marketers, differentiation from their competitors (domestic or otherwise) is increasingly imperative to their success.

The lack of differentiation criteria results in more and more online stores fighting for consumer preference, even though they are similar to each other. In Germany alone, 371,000 online stores operate, while in Greece, their number amounts to ELTRUN to over 2,500.

The rapid technological development has caused us to forget the communication performance of online stores. However, technology alone does not sell! In the future, only those online stores will be successful, which will be clearly differentiated from their competitors. A dominant way to achieve this differentiation is to emotionalize customers, as emotions create excitement which in turn creates loyalty that permanently binds the customer. Exciting emotional factors increase several economic variables, related to increasing repeat purchases, reducing sensitivity from the price factor, and optimizing cross selling.

Unfortunately, however, in e-commerce, apart from a few exceptions, this has not been implemented. For many online store managers, as well as their Internet partner companies, simply posting a photo is still the ultimate emotional tool. At the same time, with reasons such as that sentiment is not measured by Google or that the application is an expensive affair, attempts are made to justify the above tactic. Instead, the money is invested in SEO (Search Engine Optimization) and SEM (Search Engine Marketing) actions, in Affiliate Networks and online advertising campaigns with the aim of attracting more visitors to their online store. But they themselves do not wonder which of the characteristics and information of their products reach the customer. Accordingly, the "emotion" factor is not analyzed at all and is therefore not included in their reports Web Analytics.

As a result of the above, the presentations of the products-services are deterrent (see its websiteNational Bank) or identical (see them offer sites) or leave the customer at the mercy of the multitude of options on their website. And this applies independently both to "low involvement" products (e.g. consumer loans) and to the purchase of luxury goods (e.g. watches). At the same time, many websites do not listen to the "voice" of the customer, even though the customer's "click" represents in itself a completed receipt or service, or their desire to purchase a particular product or service.

To retain your customers and build trust with them, you need to get into their minds and hearts through neuromarketing. For their emotional involvement, tools are required, which address your customers clearly on the emotional part (see the following illustration):

Authentic communication

To achieve authentic communication, just ask yourself how a great salesperson would react during the sales process in a brick-and-mortar store, or how a customer's statement could be interpreted in a conversation through the use of their mouse. You will be surprised by the results. And this, because if your online store - website could listen to what the customer says through his "mouse", then you would very quickly adopt completely new conceptual approaches.

Multisensory approach

Communicate the same message to your customer while using different channels of perception in order to leave a lasting impression. The transmission of a message at the same time through different channels of perception leads to a neural reinforcement mechanism. The above mechanism ensures that the effect is experienced in our consciousness up to ten times stronger than one would expect, compared to the cumulative force of individual sense impressions. The more senses of your customers you appeal to, the greater the final effect will be. The retention power of a message is greater when we act interactively, ie when we participate, co-organize, experience.

Illustration of man

The emotional impact is increased through the virtual depiction of a character or person (see the Video of the German insurance company Cosmos Direct). Visual information has significant advantages compared to written information, as images are more attractive than text, are generally seen before texts, are better learned, and are retained in memory for a longer period of time.

Furthermore, people behave differently in the presence of another person than when they are alone. For such a change in behavior, the presence of the other person is not deemed necessary. Scientific research has proven that when a face appears on the screen, people's reactions are different than when they see written information. The moment a simple website turns into an advisor-salesperson, physical selling soars. For a website to be successful, then, it should ideally convey sympathy. This is only achieved when the "human" factor is taken into account, as a static website cannot release any emotion and activate the "mirror neurons» of the user's brain.

Narration

Another smart factor of excitement, which is gaining more and more importance on the Internet, is "narrative" (Storytelling). Through storytelling, users are empowered to influence "stories" and participate interactively. Presenting a product in a beautiful way, such as by wrapping a story and a clever concept, is perceived as more attractive to users than individual terms, long texts and diagrams. Research has shown that products accompanied by good stories can increase the selling price between 30 and 30,000 percent. For this reason, the stories surrounding the online store brand should be used as key features of the narrative. In the age of entertainment and experience, the user expects a story. If he does not receive it, he simply leaves the online store.

Customer involvement

The new generation of storytelling is user generated content with their participation. Platforms are a typical example of such product or service reviews. And this is because the story that the customer himself has experienced, e.g. in a hotel, through its authenticity, acts much more powerfully than the same page of the specific hotel. Also, the mechanisms of emotionalization of the shopping experience through gamification are gaining more and more popularity. Consumers no longer want to talk about brands, but prefer to communicate directly with you. Along with social media, not only the purchasing behavior of consumers has changed, but also the communication behavior which is now extremely different, promoting open dialogue with the customer. Through this integration, customers can feel part of a brand, which often creates excitement.

Directed product presentations

One of the key success factors in e-commerce is product presentations that activate all the senses of the prospective consumer, creating great opportunities to differentiate from the competition.

So for example, various attractive and new forms of directing can produce surprise. This in turn may evoke desirable associations compared to the product. Accordingly, product stagings in the form of 3D renderings or augmented reality as well as the use video, they release a shopping experience, which is similar to a real shopping experience.

Digital assistants

Through digital assistants, the borders between physical points of sale and e-commerce are being eliminated. In the German example easy Credit, the digital salesperson explains to the interested customer how to complete the specific form in order to receive a personalized consumer loan offer. Accordingly, the use of digital assistants is not limited to the presentation-sale of services, but can also be used for the presentation-sale of products.

The internet is the new central point of contact for both acquiring new customers and nurturing existing customers. Get creative and adapt the above tools to your own web applications, your business and your business model. Your customers will thank you for it…and so will your pocket!

SOURCE: https://www.epixeiro.gr