Recently, a slew of retail stores have closed or have announced that they will (Parasuco, Jacob, Sony stores, Mexx, Smart Set, and others) and this might just be the beginning. What we have seen over the past few years is part of a strong trend: e-commerce has become so important that it is seriously impacting the sales of brick and mortar stores. This bad news, however, actually has a surprising side effect: language and proper writing is increasingly taking the forefront of a business’s success. Here’s how.
In the past, you would experience a (new) brand by visiting its “physical” store. Companies understood this and designed the store layout and signature so that you, the consumer, would have a positive experience. The salesperson or clerk would be kind and would possess the skills to convince you verbally to have confidence in their product and company. Well, e-commerce changes all that. When buying online, consumers now undergo a virtualexperience. I personally buy most of my books and electronic devices online, and I am pretty much convinced that I will be buying my food and clothes online as well in a few years from now. How about you?
So, what does that really mean for retail stores? Everything! Nowadays, the credibility of a B2C enterprise is driven less by how employees behave in front of customers, and more and more by the quality of a corporate website’s content, especially its text.
What should we conclude from all of this? Readers, that is, consumers form their impressions of an author or a company by reading its web content. In an e-commerce era where the user experience is shifting more and more from physical to virtual environments, language is having an increasingly significant impact on reputation, sales and brand. And we are just beginning to measure this impact.
Fabien Côté – firstname.lastname@example.org
Trans-IT’s team knows the importance of the virtual experience. Click here to contact us and find out for yourself!