While many shoppers are keen to return to stores after the pandemic, their expectations are likely to have shifted. A new WARC Exclusive calls on brands to develop richer ‘experience strategies’.

In practice

These strategies should be framed around the four stages of a customer’s brand experience: consideration, purchase, ownership and relationship.

Some examples

• Consideration: The brain is most powerfully influenced by emotion. Makeup brand Sephora offers customers a sensory experience, using augmented reality to help buyers view products in greater detail.
• Purchase: The logical part of the brain becomes more active and subdues impulsive urges...