Blog 2- My online shopping experience with Lancôme

Nowadays digital marketers are seeking ways to improve customer online experience in order to build a positive relationship in the long- term operation. According to Rose and Hair (Chaffey & Ellis 2019), there have eight antecedents which may influence customer feeling and purchasing behavior. In this blog, I will use this framework to analyze my own experience at Lancome.com.au.

• Information processing (IP): Overall the home page of Lancôme is clear to see all the information, which includes not only online exclusive offers, but also a recommendation section that shows its best sellers. This site provides detailed information on what this brand has without creating overwhelming message.

• Perceived ease of use: Products are classified into different category which gives a concise overview for new visitors, it expands more types of goods for various uses by clicking the button. Searching section and the category occur at the top of the website which is easy for customers to find their desire products.
• Perceived usefulness: Lancôme provides a good range of products which from cosmetic to skincare product as well as perfume. I am satisfied that it fits my need for the daily life. This also helps Lancôme to retain customers on its site because of the positive experience they have during online purchasing.

• Perceived benefits: The site offers non-scheduled sale and promotion activity and a welcome discount for new registered users. Moreover, a bonus of three sample gift for each order which encourages customers to conduct purchase at Lancôme to get these benefits.
• Perceived control: Personal information such as shipping address and products in the carts are recorded which simplify the process of re-searching products and making payment. For those who may be unfamiliar with the website, Lancôme has a section called ‘Need help?’ which provides FAQ and other relevant answers to reassure customers. You can also chat with an online shop assistant if you need, which is a really humanized design.

• Skill: The more frequently I visit the website the easier I could navigate it because I get familiar with the setting and purchasing steps. The possibility for purchasing may also increase since customers are fully engaged.
• Trust and risk: Information disclosure is one of the biggest concerns in online shopping, Lancôme has secure payment guaranteed which prevents this kind of incident and reduce risks. Orders are processed quickly, staffs are able to solve problems in patience, so I trust this brand via this purchasing method which makes me become a frequent buyer.

• Enjoyment: I have positive online experience with Lancôme that I really enjoy it!

All in all, my positive shopping experience at Lancome.com.au creates satisfaction which leads to a subsequent behavior for re-purchasing. Micro-environment is the controllable one for marketers which require them to research deeper on the improvement of customer satisfaction and customers retention.

Reference

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing. England: Pearson.

(Image source: Lancome.com.au)

Wait!!!! You can also check out my youtube video for this week ^^