How to Design a Pre-Purchase Experience People Can’t Stop Talking About #606

Most ecommerce brands think sales happen at the end of the journey: checkout, payments, abandoned carts. But by the time a customer gets there, the decision is already made.

The brands generating real word of mouth aren’t the ones with the slickest checkout. They’re the ones that made the journey to checkout feel like something. Something personal. Something memorable. Something worth telling a friend about.

That’s exactly what Maheer Shah, founder of Dr. Grillz, has built. What looks like friction (consultations, fittings, wait times) has become his biggest marketing advantage.

In today's Playbook:

• How Dr. Grillz turns customer fittings into content and word-of-mouth moments
• Why pre-purchase experience matters more than checkout optimisation
• How “positive friction” can actually increase trust and conversions
• Why making it harder to buy can turn purchases into stories customers share
• How brands recreate in-store experiences to drive confidence and conversion

Connect with Dr. Maheer Shah
Explore Dr. Grillz
Dt. Grillz' episode
Preezie's episode
Culture Kings' episode
Try With Mirra's episode

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