Repurchase…The Best Brand Experience Wins

Few purchases are purely fact based.  Even fewer re-purchases are.  Consumers try new products and services.  Consumers explore competitive products and services.  Other than price discounts, how do you keep consumers coming back to your brand once they try it?   How do you win their hearts and minds vs. all the other choices in the market?

It’s the experience that counts.  At the end of the day, you are more likely to win the repurchase of products and services if the consumer has a great experience buying and using your brand.  Great marketing, merchandising and promotion can get your product purchased.  The experience with product and service get you repurchased.

Brand experiences are about the senses, the emotions, connecting.  To win consistently, your brand needs to move beyond delivering a functional benefit to understanding and engaging the multisensory experience that triggers your consumer’s emotions. 

Brands that provide experiences that connect with emotions and senses usually win high market share and fierce brand loyalty.  Examples?  Coca Cola, Heinz Ketchup, Swiffer, Apple, Harley Davidson, McDonalds, Bass Pro Shops, Disney World.

You say your category is not that involved?  Look again.  Some initial purchase decisions are not that involved.  Buying frozen vegetables is a simpler decision that buying a new cell phone, but both deliver multi-sensory experiences in their use.  Every category offers the opportunity to differentiate on experience.

Delivering that differentiating brand experience involves all three moments of truth—the shopping experience online and in store as they research your product, the decision experience in store and online when they choose to purchase your product and when they use your product at home on or on the go.  It is the aggregation of those experiences and the related logical and emotion responses triggered by those experiences that will lead consumers to buy your product again and again…or not.

Do you deliver a differentiating brand experience?  Do you know?

GrowthSpring Group is a market research, marketing strategy and innovation firm focused on accelerating your sales and profit growth. We help you identify new business growth insights & opportunities and execute winning strategies & plans. www.GrowthSpringGroup.com