73% of buyers abandon a brand after a failed experience. This is not another stat to slip into a deck but a warning signal.
73% of buyers abandon a brand after a failed experience. This figure comes from the latest Valtech report. It’s not another stat to slip into a deck. This is a wake-up call for the entire sector.
Scrolling changed everything
When a consumer opens a shopping app, they have a goal. Make your purchases. Save time. Find what he needs. He’s not there to decipher a promotional maze.
However, we have often said that accumulating touchpoints would produce engagement. More messages, more mechanics, more layers. Result: the opposite. Every friction in a digital journey is paid for in cash – abandonment, disengagement, loss of trust. And in the attention economy, things move quickly.
Simplicity does not mean poverty
There is a misunderstanding that must be cleared up. Simplifying does not mean impoverishing. It’s not reducing for the sake of reducing. It’s choosing. It means rigorously arbitrating what deserves its place in the course – and what does not.
A simple experience is one that does not distract the consumer from their intention. She accompanies. It amplifies. It does not parasitize. And in this open space, impact becomes possible because he no longer has to fight against noise.
Simple doesn’t mean neutral, either. The emotion must be there: a visual that catches the eye, an activation that surprises, a moment that fits into the journey without ever weighing it down.
Sophistication happens behind the scenes
This is the paradox that the best players in the sector have understood: the more complex the underlying mechanics – advanced personalization, fine segmentation, multi-actor orchestration – the more obvious the surface experience must appear.
Technical complexity should never show through on the consumer side. It translates into fluidity, relevance, clarity. Point.
This is where gamification reveals its full potential – when it is well understood. Not a decorative layer that we stick on an existing course. An engagement lever that amplifies the perceived value without making it more complex. Play, win, participate: universal mechanics, immediately understandable, which create emotion without creating friction.
Experience is a competitive advantage – not a nice-to-have
In an environment where loyalty is at stake with each order, the shopper experience is no longer optional. It’s a performance multiplier.
The brands and brands that are able to combine sobriety of the journey and intensity of emotion will take a head start. Not the ones that stack features.
Experience excellence is not built by adding layers. It’s built by knowing what to amplify and what to remove. It’s a discipline. A strategic choice. And in the age of scrolling, it’s a necessity.
