Positive Offline Product Experience Inspires More Online Sales

Ordering products online increasingly becomes the standard. Will physical shops exit our streets in the future? We do not think so, as these offline shops can be used to promote a specific product experience and offer suitable customer care. Through presenting this offline option to consumers, online sales will ultimately increase.

How Offline Shops Can Stimulate Online Sales

Dutch online retailer Coolblue is a great example of an organisation that prioritises customer experience. Clients are effectively directed to the product of their choice and payment and delivery are dealt with in an efficient manner. Not only the quality of the products, but the positive shopping experience makes clients return for more. Excellent service is at the centre of all this.

Chinese retailer JD.com goes even further. This organisation sells its products online but has an offline store – called 7Fresh – to give consumers the option to see, taste and test its products. This offline store exclusively focuses on product experience. Next time consumers place their order online, they know what to expect.

Storytelling as A Strategy to Sell More Products

The abovementioned example of JD.com could be a realistic future image; the convenience of online shopping plus the option to visit a physical store that exclusively focuses on product experience and customer care. Online shopping will become less static this way.

A concept such as storytelling perfectly fits this setting. Every product has its own story which appeals to the imagination of consumers. The fact that this offline store does not focus on direct sales, means it can get into the story behind the product and the positive emotions it evokes with consumers. When a storytelling strategy is successfully implemented, it will have a great effect on the online sales.

How Successful Storytelling Can Create a Global Phenomenon: The Avocado

Seeing, experiencing and tasting promotes sales. Especially when it comes to fruit and vegetables. In communication, it is crucial to emphasise on the benefits per product; why should consumers purchase it? What will they gain from it? A great example of a successful storytelling strategy is the promotion of the avocado. Ten years ago, this fruit was not nearly as popular as it is today. Back then, the only dish people would occasionally make was fresh guacamole, whereas today, avocados are even used as the basic ingredient of a chocolate cake. Through informing consumers of the versatility of the product, of its high nutritional value and by providing inspiring recipes, the avocado has become a global phenomenon. Its steady increase in value has even sparked a true mafia war in Mexico. No one could have predicted this development ten years ago!

More online sales through a positive offline product experience and suitable customers service? We gladly fill you in, so do not hesitate to get in touch with Wim van den Berg: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

The sales, marketing and quality control of Prominent tomatoes are handled by Door Partners B.V. This sales subsidiary forms part of the Grower Cooperative DOOR U.A.