The flow effect
FLOW CREATION AT THE POS – INCREASING CUSTOMER RETENTION
The flow feeling is described as a feeling of strong emotion that surpasses the feeling of being merely satisfied. The term flow signifies, in this context, an emotional state where a person is so deeply immersed that nothing else is of any significance to this person. Persons experiencing this feeling tune out time and space and focus entirely on the pleasure the experience they have delved into is affording them. The flow effect sets in when the emotional effect the consumer experiences is neither overwhelming nor underwhelming.
Triggering this flow feeling in consumers and, subsequently, generating such long-lasting effects as customer retention, customer loyalty, follow-up purchases, and referral marketing requires the establishment of certain framework conditions.
ACTIVATION LEVEL BEST SUITED FOR EXCITING THE FLOW EFFECT IN CONSUMERS
Model illustrating the onset of the flow condition
Source: Based on Heike Riedl (2012), Flow-Erleben am Point of Sale, Graz, p. 95
The need to eliminate disruptive factors in both brick-and-mortar and e-commerce retail stores has been largely proven.
Narrow aisles, unpleasant odours, poor lighting in brick-and-mortar stores and flashing banners and convoluted navigation menus on e-commerce platforms should be a phenomenon of the past. However, doing away with these nuisances is not nearly enough to entice seasoned consumers to open their hearts (and wallets) and explore ways to set yourself apart from your competitors.
Other ways to instil the flow feeling in consumers and benefit from the positive effects it yields are early activation during the pre-sale stage by applying multi-channel strategies, satisfaction of the customer's need for interactive communication at the PoS, and aesthetic and gender-appropriate product communications.
Source: Based on Heike Riedl (2012), Flow-Erleben am Point of Sale, Graz