Ever found yourself committed to a three-hour impulsive online shopping expedition (glass of red in hand) surfing the web through potentially hundreds of online stores? How often have you found yourself leaving websites no longer than 15 seconds later in serious disappointment without ever really considering why? In the word of digital marketing, this negative experience often comes down to the customers initial interaction with the business’ website and thus their subconscious holistic evaluation. This vital interaction is often the initial touchpoint in which the consumer interacts with a business during the information search stage of the consumer decision making process and is therefore a huge opportunity for the business to provide value and begin to cultivate long-term customer relationships.
“Customer interactions with an organisation’s website creates opportunities for positive experiences that can lead to long-term relationship building” (Dave Chaffey, 2019)
The “Rose and Hair” framework exists as a tool which allows digital marketers to understand and analyse the online customer experience in order to identify areas of opportunity. In order to grasp a proper understand of the framework I will be analysing my own personal shopping experience with the online supplement store “MyProtein” whilst implementing the tool.
The framework introduces eight “Antecedents” which refer to all factors that exist before the customer experience that once perceived, influence the purchasing behaviour and decision-making process. This perception effects the cognitive and affective state of the consumer and therefore ultimately effecting the outcome. (Dave Chaffey, 2019)
- Information Processing – The information processing antecedents refers to the way in which the provided information is processed by the consumer. In terms of MyProtein, their homepage features their best-selling products as well as their entire product range categorised within the navigation menu. The product descriptions are consistently describing products of “high quality” combined with the inclusion of scientific test results. For example, the purity of various supplements and ingredients.
- Perceived ease of use – This refers to how accessible and user friendly the website is to the consumer as the easier to use, the more positive an experience the user will receive. As mentioned before, MyProtein’s navigation is clearly set out in the primary navigation bar at the top of the page and features all necessary information on the homepage for the user to find the desired content.
- Perceived usefulness – Perceived usefulness refers to how easily the use of the website fits into the daily lives of the customer. MyProtein (as 99% of online businesses these days) is completely accessible on both mobile and desktop allowing the use of the website to fit in as the consumer desires. Majority of users (I assume) are there to purchase products, ultimately satisfying the core service provided by the website and would therefore appear useful in a utilitarian sense.
- Perceived benefits – Perceived benefits refers to the benefit or “reward” a customer receives for using the provided service. If the perceived benefit outweighs the perceived cost (mental cost of utilising the website) than the customer is more likely to walk away with a positive experience and engage more closely with the brand. MyProtein has 30% discount codes displayed right on their homepage and many other regular promotions and product sales, encouraging customers to make a purchase.
- Perceived control – Perceived control refers to the customer’s ability to successfully utilise the digital technology to achieve the desired tasks. Using MyProtein would require basic computer and internet navigation skills of which everyone participating in online shopping and e-commerce (or just functioning in the modern world) should have.
- Skill – Skill is similar to perceived control in that it refers to the users ability to utilise the required technology although looks more closely at the ability for consumers to learn how to use MyProtein’s website specifically. The accessibility and flow of consumption of MyProtein’s website is similar (if not identical) to majority of e-commerce stores due to modern web page conventions. This is a skill that is obtained through repeated use.
- Trust propensity & Perceived Risk – Trust propensity and perceived risk refers to the risk that comes with accessing the internet and purchasing from unknown buyers. In order to create a positive consumer experience, it would be in the businesses best interest to indicate all protection and anti-theft processes that are operating that work to keep the customer safe. MyProtein is an established brand across many western countries and as a result possesses a valuable reputation and combined with visible security measures allows their customers to feel safe when shopping and utilising the website.
- Enjoyment – The last antecedent is pretty self-explanatory (I hope), obviously referring to the enjoyment received from utilising the website and ultimately the evaluation of the experience as a whole. In term’s of MyProtein, personally I have always had a positive experience due to the websites ease of accessibility, constant product promotions and valuable reputation (especially within the supplement industry).
(Dave Chaffey, 2019)
Dave Chaffey, F. E.-C., 2019. Digital Marketing. s.l.:Pearson UK.