It is important to evaluate a technology’s utility and how it aligns with your customer’s needs rather than reacting to technology trends in order to keep up with competitors.
Your best chance to grow will always be from customer feedback. Think about digital ways to connect with customers and improve their shopping experience.
Experiment with digital personalization experiences and programs that resemble progressive profiling to gradually build customer profiles over time.
Customers’ expectations of seamless experiences are higher than ever before, regardless of the retail industry. Prior to COVID, the majority of retail shoppers (73%) utilized a variety of digital and physical retail touchpoints, according to Harvard Business Review. These omnichannel customers were already making use of information kiosks in stores and a variety of smart devices to compare prices online.
According to IBM’s U.S. Retail Index, the pandemic has accelerated the transition to digital shopping by roughly five years by 2022. Despite the staggering number, retailers can meet the digital challenge with the right web partner, innovative e-commerce solutions, and strategies for engaging customers. To begin, business owners ought to inquire of themselves and their web teams as follows:
What is the customer experience standard for your vertical?
Your product and your customers’ purchasing habits must be compatible with the technology you use. While grocery stores testing new product SKUs may benefit from the use of augmented reality, clothing retailers looking to create a digital dressing room experience may not. It is important to evaluate a technology’s utility and how it aligns with your customer’s needs rather than reacting to technology trends in order to keep up with competitors.
It is of the utmost importance to ensure that you simplify the e-commerce process and remove barriers to entry for customers. Utilizing a digital experience platform (DXP) that integrates the entire organization is recommended by retailers in order to facilitate a positive customer experience (CX) online. Content creation, sales data, CRM functionality, marketing campaigns, and all touchpoints for customer communication can all be unified by the DXP. Your web team should be well-versed in your retail industry and, ideally, have extensive experience there. The ideal team will be able to anticipate customer requirements, improve navigation, and simplify the user experience.
Are you using your data intentionally?
There is unquestionably such a thing as too much data, and the data you have to be useful. Your retail website’s minimum viable product is now customization. Before COVID, on-demand services, direct-to-consumer subscriptions, and loyalty programs were all convergent on a new customer experience standard; however, the pandemic exponentially accelerated these shopping behaviors and trends. Data must be used by retailers to personalize customer experience (CX) and create shortcuts for customers to get what they need.
The data from e-commerce extensions like loyalty programs, reward tiers, and membership profiles can be a great starting point for learning what makes your best customers stick around and coming up with new ways to get them. The objective is to examine the shopping habits of the customers and discover trends. A retailer’s message targeting, frequency of communication, and which channels are generating the greatest return on investment will all be determined by the appropriate data points. For instance, promotions and targeted coupons can be informed by utilizing data to determine which products are frequently purchased together.
Does your website cultivate stronger relationships?
Your best chance to grow will always be from customer feedback. Think about digital ways to connect with customers and improve their shopping experience. You can get real-time feedback from customers through customer engagement tools like surveys, promotions, and product review pages. This might entail asking customers for feedback on size ranges, manufacturing practices, or must-have trends for clothing retailers.
You are demonstrating your dedication to meeting their requirements by involving your customers in the process of improving your products. This is just one illustration of how digital solutions can enhance customer loyalty and enhance the shopping experience. Experiment with digital personalization experiences and programs that resemble progressive profiling to gradually build customer profiles over time.
Making the shift
Brands that make it through this retail shift will be careful with their data and will consistently improve the digital experience of their customers. Indie retailers need to think about how the digital experience can enhance the brick-and-mortar experience as in-store foot traffic continues to rise following COVID.
Retailers of all sizes must now use e-commerce, but categories like beauty, automobiles, clothing, and cosmetics will always require a physical storefront. Customers will continue to expect innovative and user-friendly design from businesses they shop with, whether they’re improving a physical experience or making a digital one on a website more seamless.
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