"Life needs ice cream"-The romance of F2F communication

Paris is the right place for desserts. I had the most special experience of having ice cream. There is an ice cream shop near Pompidu Art Center. At first, my friends and I didn’t notice that store, but I just saw some people holding a fancy-look and rich pistachio ice cream. As a tourist and consumer, we were curious and started looking around. Then, we found an ice cream store called "Bachir" with a long waiting queue outside. The long line gave me a sense of credibility that this must be delicious. When the weather is super-hot, you just immediately decide to join the queue.

While we were waiting, there were several staff from the store just came out and started talking to customers one-on-one. They introduced their brand story and product information, gave recommendations about “today’s special” and the choice of size, and let customers try different ice cream flavors (while most of them are the best-seller pistachio ones).

After having the conversation, I thought I had already made a purchase decision about the size and flavors, meanwhile, the staff started collecting payments before we got to the counter and chose flavors, which accelerated the move of queues and the efficiency of sales throughout the store.

To be honest, their way of introducing to consumers one-on-one is a direct way of communication, which can obviously drive prosperous results. and better persuasion. Personally speaking, as a consumer, once I had a good time talking to someone and learning more about the brand story, I would make purchase decisions and finish my path-to-purchase journey much quicker. The face-to-face way of communication and marketing can still make consumers feel connected.