In this episode of the Experience Strategy Podcast, hosts Aransas Savas, Dave Norton, and Joe Pine discuss fashion group Zara's innovative travel mode, which allows users to shop for products while traveling. They explore the concept of 'modes'—temporary mindsets and behaviors that influence customer experiences—and how Zara's travel mode can enhance customer engagement. The conversation delves into the importance of context, opportunities for improvement, and the potential for community building through social media. The hosts emphasize the dynamic nature of modes and the need for behavioral science to further explore this concept.
Takeaways
Zara's travel mode allows shopping while traveling.
Modes are temporary mindsets that influence behavior.
Travel mode operates without internet access, enhancing usability.
Anticipating customer context is crucial for effective modes.
Supporting customer modes can create more buying opportunities.
Zara's travel mode is a key conversion strategy.
Leveraging community and social media can enhance customer experience.
Zara should focus on its strengths in fashion.
Behavioral science should study modes more extensively.
The dynamic nature of modes offers opportunities for brands.
Chapters
00:00Exploring Zara's Travel Mode Initiative
06:01Understanding Human Modes vs. Technology Modes
08:45The Importance of Context in Customer Experience
14:49Evaluating the Effectiveness of Zara's App Features
17:43Leveraging Community and Social Media for Engagement
20:47The Role of Behavioral Science in Understanding Modes
26:46Future Directions and Listener Engagement
