Retailers must think relationship, not revenue, online, EmpathyBroker

High Street retailers are increasingly focusing on using their physical stores to deliver an engaging and even an exciting in-store experience: creating a feeling, not necessarily a sale.

When it comes to online retailers, however, more often than not any customer browsing but not purchasing is regarded as a failure. But what if they reconceptualised success in e-commerce and realised that, in a hypercompetitive landscape, experience is everything?

That’s the question posed byAngel Maldonado, Founder, EmpathyBroker, in a new comment piece for RTIH. “Through digital empathy customers become more engaged with a store and more excited about a brand; after all, creating a memorable experience not only generates sales, it creates emotion, brand connection and loyalty. Retailers must burst the instant ROI bubble and think relationship, not revenue, online,” he concludes.

Read the comment piece here.

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