Lily Of The Valley Designs

What makes some businesses fail and other’s successful?

I have thought long and hard about this question. After analyzing some businesses that failed and others that grew I saw one characteristic in common with businesses that succeeded. This was that the business created “an experience”. From the website to the packaging of the product was an experience.

I went to timberland.com the other day and practically got lost in the shopping experience. Every page is so dramatic it just brings the user in to a new world. The colors and background texture all have a consistent feel. Customize a boot was fun I tried it and I wasn’t even in the market for boots. See I even put my initials on the boots of my dreams in pink!

Or shopping at Toys R Us to buy a hula hoop which I couldn’t find anywhere surprisingly even at the Toys R Us near me. I had never purchased there before but I though what the heck. What I remember is the after purchase experience. I got the following emails after purchasing the hula hoop: thank you for your order, your order has shipped, your order is scheduled to arrive today, and WELCOME TO THE TOYS R US FAMILY. I really liked the whole after purchase experience but that last email really takes the cake. I feel apart of a new family now and I feel like shopping there again; after all they are my new family.

Have you ever gotten a package from Carols Daughter? What an experience! The box has a great natural feel and design. Once you open the package the journey begins. Instead of old packaging material they use natural papers and aromas. They have created an experience around there brand.

How can you create “an experience” you ask

1. Analyze your brand and what you represent.

2. Start from the very start of the shopping experience to finding your site on Google to receiving a package and analyze each step of the shopping experience to see how you can create “an experience”.

3. Look at other successful e-commerce sites. See how they have created a shopping experience.

4. Finally usability testing to see how customers respond.

If you can think of any other sites that create “an experience” drop me a line.