Il consumatore non compra un prodotto perché convinto solo da una buona comunicazione, ma compra perché il prodotto stesso vale. Il valore non è solo dato da un buon rapporto benefici/costi ma ha anche un aspetto psicologico molto importante dato dall’esperienza d’acquisto.
“Il consumatore è sempre meno rivolto ad una semplice attività volta a rispondere a necessità specifiche ed è sempre più caratterizzato da aspetti di socialità e dalla ricerca di emozioni da condividere.” (Cova, 2008)
Vorrei parlare oggi di un brand che ha fatto dell’esperienza di consumo uno dei suoi punti forti per riuscire ad soddisfare i clienti: Apple. La nota marca fondata da Steve Jobs è riuscita a trovare il modo di coinvolgere, chiunque entri in uno dei negozi della catena, in un’esperienza davvero unica.
Nella fase di acquisto si cerca di rendere l’esperienza d’acquisto più simile possibile all’esperienza d’uso dei prodotti Apple; a questo scopo vengono utilizzate cinque tipologie:
- SENSE. Cura della progettazione e del design per un impatto minimalista, essenziale, raffinato e caloroso: vetro e legno; presentazione dei prodotti come opere d’arte in esposizione.
- ACT. È possibile provare tutto ciò che è esposto e tutto è funzionante: internet, giochi, musica; immersione totale nel mondo Apple.
- RELATE. Si entra a far parte di una community all’interno di un ambiente stimolante, creativo nel quale i protagonisti sono i consumatori.
- THINK. Il Genius Bar: un lungo bancone dove gli esperti sono a disposizione per qualsiasi problema; Kids Area: uno spazio dedicato ai più piccoli dove approcciare al computer con arredamento dimensionato.
- FEEL. Tramite tutti questi stimoli l’azienda riesce a favorire un’esperienza di tipo affettivo con il marchio.
L’obiettivo dell’esperienza di consumo è di accrescere la fedeltà del cliente e favorire un ricordo positivo di tale esperienza. Mettendo a proprio agio il cliente, lasciandogli la libertà di muoversi nel negozio e permettendogli di provare i prodotti, egli rimarrà impressionato positivamente dal brand e non potrà che ricevere sensazioni e pensieri positivi per tale brand.
Ci sarà dunque un riscontro positivo per quello che riguarda la fedeltà e l’apprezzamento dei prodotti e attaccamento maggiore alla marca.
Di seguito l’intervista a Ron Johnson, ex senior VP for retail proprio da Apple. Tanti spunti utili e interessanti. Gentilemente segnalatami qualche mese fa da Stefania Boleso, il cui blog consiglio caldamente!!!
What I Learned Building the Apple Store
by Ron Johnson
When I announced that I was leaving Apple to take the reins as CEO of J.C. Penney this month, the business press (and lots of others) began speculating about whether I could replicate the Apple Store’s success in such a dramatically different retail setting. One of the most common comments I heard was that the Apple Store succeeded because it carried Apple products and catered to the brand’s famously passionate customers. Well, yes, Apple products do pull people into stores. But you don’t need to stock iPads to create an irresistible retail environment. You have to create a store that’s more than a store to people.
Think about this: Any store has to provide products people want to buy. That’s a given. But if Apple products were the key to the Stores’ success, how do you explain the fact that people flock to the stores to buy Apple products at full price when Wal-Mart, Best-Buy, and Target carry most of them, often discounted in various ways, and Amazon carries them all — and doesn’t charge sales tax!
People come to the Apple Store for the experience — and they’re willing to pay a premium for that. There are lots of components to that experience, but maybe the most important — and this is something that can translate to any retailer — is that the staff isn’t focused on selling stuff, it’s focused on building relationships and trying to make people’s lives better. That may sound hokey, but it’s true. The staff is exceptionally well trained, and they’re not on commission, so it makes no difference to them if they sell you an expensive new computer or help you make your old one run better so you’re happy with it. Their job is to figure out what you need and help you get it, even if it’s a product Apple doesn’t carry. Compare that with other retailers where the emphasis is on cross-selling and upselling and, basically, encouraging customers to buy more, even if they don’t want or need it. That doesn’t enrich their lives, and it doesn’t deepen the retailer’s relationship with them. It just makes their wallets lighter.
So the challenge for retailers isn’t “how do we mimic the Apple Store” or any other store that seems like a good model. It’s a very different problem, one that’s conceptually similar to what Steve Jobs faced with the iPhone. He didn’t ask, “How do we build a phone that can achieve a two percent market share?” He asked, “How do we reinvent the telephone?” In the same way, retailers shouldn’t be asking, “How do we create a store that’s going to do $15 million a year?” They should be asking, “How do we reinvent the store to enrich our customers’ lives?”
It’s not easy, of course. People forget that the Apple Store encountered some bumps along the way. No one came to the Genius bar during the first years. We even had Evian water in refrigerators for customers to try to get them to sit down and spend time at the bar. But we stuck with it because we knew that face-to-face support was the very best way to help customers. Three years after the Genius Bar launched, it was so popular we had to set up a reservation system.
There isn’t one solution. Each retailer will need to find its own unique formula. But I can say with confidence that the retailers that win the future are the ones that start from scratch and figure out how to create fundamentally new types of value for customers.
Apple stirs emotions making experience, epic win!
The consumer does not buy a product just because he was convinced by good communication, but he/her buys because the product itself is worth. The value, it is not only given by a good cost / benefit ratio but also has a psychological aspect is very important given the experience of purchase.
“The consumer is not oriented to a simple activity that make him/her gain specific needs, but he/she is increasingly characterized by aspects of social life and the search for emotions to share.” (Cova, 2008)
I would like to talk today about a brand that has made the experience of shopping one of its strengths to be able to satisfy customers: Apple. The famous brand founded by Steve Jobs has managed to find ways to involve all actors in one of the stores in the chain, in a truly unique experience.
They tried to make the shopping experience as similar as possible to the real experience you have trying the Apple products, using these five types:
SENSE. Care planning and design for maximum impact, minimalist, minimalist, refined and warm: glass and wood; presentation of products as works of art on display.
ACT. You can try all that is exposed and everything is working: internet, games, music, soaking in the Apple world.
RELATE. It becomes part of a community within a stimulating environment, in which the protagonists are creative consumers.
THINK. The Genius Bar: a long bar where experts are available for any problems; Kids Area: an area dedicated to children where to approach the computer with furniture sized.
FEEL. Through all of these incentives the company can make the consumer loves the brand.
The goal of the experience of consumption is aimed to increase customer loyalty and foster a positive memory of this experience. Putting the customer at ease, leaving him/her the freedom to move in the store and allowing him/her to try the products, he/she will be impressed by the brand and will only receive positive thoughts and feelings for that brand.
Thus there will be a positive for what concerns the loyalty and appreciation of products and greater attachment to the brand.