No imaginación, no party: Los dos pilares de la experiencia de compra

If we want customers to choose us repeatedly, we have to ensure that we make things easy for them and that they can make their purchase with hardly any effort. We have to be engineers of frictionless shopping processes. However, we also have to be scriptwriters, creating a sequence of sensations (the shopping process) in such a way that their imagination generates the sense of wellbeing that dopamine gives. In short, we have to take on two roles, firstly as engineers and then as scriptwriters of an exciting story. It is well worth the effort.