It is no secret that online shopping and commerce have evolved tremendously over the last few years. We went from regular trips to the mall, to ordering clothes, gifts and even groceries right to our doors. Giants including Amazon, Walmart, and many more have learned to make it easier, cheaper, faster and more exciting. More exciting? That’s right. Online ordering and shopping are no longer just a convenience, but an experience. Not only are consumers hoping for the best deal to get what they need ASAP, but they want there to be an experience, too.

Now, this does not always apply for all kinds of purchases or for all consumers. If you are just ordering your food essentials for the week, or waiting for this semester’s textbooks to arrive in the mail, you may not care as much if they fail to send your items in a bedazzled box. However, in industries where an enhanced customer experience is not only expected, but has high expectations, companies need to be creative.

Easier said than done.

The “customer experience” and the “user experience,” UX, are thrown around quite often in marketing, with the amount of resources and technology at our fingertips. Customer expectations are higher than ever. In my opinion, this applies even more in industries where competition is high and where substitutes are available, maybe at cheaper prices and greater convenience (my Economics professors would be proud of me for that last point).

I have thought a lot about how companies create great customer experiences, and it truly happens in so many different ways. Through websites, promotional offerings, newly developed apps, reward programs, in-store experiences…the list goes on and will continue to grow as customer expectations increase and the innovation in this area continues. Companies are no longer just fighting to have their products chosen, but to have their brands chosen. The brand’s core messages and goals should be incorporated throughout the customer experience.

So, for this customer experience segment, I’ll be focusing on a recent online order I experienced in the cosmetics industry.

I buy cosmetics products from a number of brands, but in this particular case back in December, I was purchasing some new products from bareminerals. I had been referred by a few people and wanted to try out a few new things. The holiday deals, the holiday theme of the website, the easy functionality, and quick checkout process all contributed to my positive online purchasing experience. These are common attributes companies will focus on to increase positive “UX.”

However, the customer experience journey did not stop here. Just a few days later I received my package (which was impressive at Christmas time). Since December, I have regretted not taking a picture of what felt like an early Christmas present. To my surprise, this past week, a month and some past Christmas, I received a similar extravagant package that I just had to share. Against my prior belief that this was a special Christmas wrapping, I received another surprising display.

I love that inspirational stuff. It can’t hurt to have brand slogans and messaging that matches the image you are trying to portray.

The package had great text, which I felt was very fitting for the brand, which supports clean makeup, both in its ingredients and its production (you go, bareminerals). Opening up the box, I immediately felt like I was receiving a gift…

Wrapped just like the gifts you get from your Aunt with OCD…it was clean, elegant perfection.

I opened up the package slowly, as if it was my last present under the tree. Notice that the box flaps, the paper and the sticker holding the whole beauty together were branded appropriately with the bareminerals name and messaging.

…just pretend this photo is a damatic slow motion of the unwrapping moment…

The wrapping opened up to all of my products carefully bubble-wrapped and placed, something I appreciate with more expensive purchases. The items were all stacked in an organized manner. Placed below, was an envelope and a postcard. This is my favorite part…

…a thank you note…AND…a free sample. How often do you receive a “thank you” in an online order like this one. My actual receipt was tucked away so nicely in this envelope that I almost forgot I paid for this damn box of stuff.

These touches may seem simple and common, but for me, this sealed the deal on a great packaging experience. This is just one way that companies can show consumers they value their business, and want to add just a little extra something. Tucked behind the envelope was a featured postcard on some of their upcoming lines. I appreciate additions like this because it adds value for both the customer and the company. I get a little extra bonus in my box, and the company gets to market new items. At this point of my purchase, I have opened a Christmas gift, received a thank you card, have my items stacked and ready to be packed, AND have received something FREE.

I felt it was important to share my own personal customer experience journey on products like this, where the brand has gone the extra step. It is very important for all kinds of industries to consider the customer experience, from the very beginning of getting consumers to your page, to the minute they have finished unpacking their purchase from the box. Adding value to your experience, will encourage repeat customers, and loyal customers long-term. Some crazy customers may even go out and tell someone about it or blog about it.

What are you doing to step up your customer experience game?

Send me photos of your favorite online order deliveries. Who can top this?

More customer experience segments to come.

Bean

www.linkedin.com/in/sabinaruggles

@sabinaruggles