{"id":44454,"date":"2021-09-10T11:56:40","date_gmt":"2021-09-10T09:56:40","guid":{"rendered":"https:\/\/grupowdi.com\/2021\/09\/10\/consumer-experience-a-new-reality\/"},"modified":"2021-10-28T11:22:17","modified_gmt":"2021-10-28T09:22:17","slug":"consumer-experience-a-new-reality","status":"publish","type":"post","link":"https:\/\/grupowdi.com\/en\/2021\/09\/10\/consumer-experience-a-new-reality\/","title":{"rendered":"COMSUMER EXPERIENCE: A NEW REALITY"},"content":{"rendered":"\n

At Grupo WDi we already know that the consumer experience is the most important thing when it comes to buying a product. Because yes, the experience doesn’t end at the cash register; it’s taken home and blown up.<\/strong><\/em><\/p>\n\n\n\n

A few weeks ago Marketing Direct<\/strong>o talked about the IKEA effec<\/a>t, or what Trade and Brand Experience agencies call user experience. In this article we could read about how psychology influenced the consumer when using a product after purchasing it.<\/p>\n\n\n\n

He was referring to General Mills’ Betty Crocker<\/strong> cakes, and how they stopped using eggs in their cake mixes, forcing users to use fresh eggs, and thus getting the feel of cooking.<\/p>\n\n\n\n

With this small change, consumer satisfaction increases. Consumers feel like creators while proudly contemplating their work, i.e., what we commonly know as positive reinforcement. In this way he himself has been involved in the whole process of the product, feeling the whole experience, which, instead of ending up at the checkout line at the point of sale, ends up inside his own home.<\/p>\n\n\n\n

The IKEA effect, what exactly is it.<\/strong><\/p>\n\n\n\n

Hence the term ”IKEA effect’<\/strong>‘, coined by Harvard Business School<\/strong> in 2011. The Swedish company thrives on this user experience as part of its brand identity. Its products have an added value because they are assembled by the user himself, who has managed to build his house manually.<\/p>\n\n\n\n

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It gives everyone an extra sense of satisfaction to see how, despite having screws left over, we have put up a four-door closet. So why not take the IKEA<\/strong> effect into account in our marketing actions?<\/p>\n\n\n\n

User experience is nothing but fundamental in Brand Experience. Sometimes, in brand experiences we can get stuck with the traditional. Use the elements of the environment to create an atmosphere in which the consumer feels immersed.<\/p>\n\n\n\n

But to go one step further is to get ahead of the future, as General Mills<\/strong> or IKEA<\/strong> did at the time. Creating interactive campaigns is a key point in marketing strategies, making the consumer create a relationship with your product and your brand, and always keep in mind the satisfaction that this produces.<\/p>\n\n\n\n

Brand Experience to increase engagement.<\/strong><\/p>\n\n\n\n

Brands that implement Brand Experience in their strategy have a high level of loyalty from their consumers, which increases their relevance and therefore their competitiveness.<\/p>\n\n\n\n

But what are the ways to increase engagement through user experience?<\/strong><\/p>\n\n\n\n