Taking this question into consideration can help you understand consumer behavior and therefore work towards having a positive buying experience.

This experience is related to the perceptions that a consumer observes when interacting with a store during the phases of research, purchase and even after-sales relationship. These perceptions make up the impression or the image that the customer has of the store, and will determine, for example, if the customer will buy more, if they want to return and will recommend it to their friends.

A study conducted by the Ipsos Institute shows that 70% of consumers take negative experiences into account and this affects future purchases. In addition, 59% consider the opinions of friends and relatives regarding where and what to buy. If something goes wrong at the time of purchase, most consumers (52%) not only keep the information in mind, but they also tell their closest friends and relatives about what happened.

There is one more thing to be taken notice: mobile devices such as smartphones allow information to flow quickly and, depending on the type of consumer, news regarding a negative purchase experience that did not take place as expected may go viral and harm the company.

It is therefore important for companies to plan their strategies well in order to minimize possible barriers to consumers so that they can always offer positive experiences to their customers.