Retail brands compete across physical and digital channels, often with both local and international sellers. Customers consequently expect a coherent experience when they move between devices, websites, apps and stores. The challenge is not merely to attract attention, but to help people complete the same task without losing context.
Today, there are three billion smartphone users globally and the number is expected to grow by several hundred million in the next few years. With the increased usage of smartphones, customers can now be accessed through different channels. Hence, customers all over the world now demand multi-screen, omnichannel experiences from retailers and brands.
The omnichannel experience ensures that customers have a variety of ways to shop now. This doesn’t just mean customers use their mobile phones to make purchases at home; many customers also use their mobile phones to browse a brand’s website in-store. The flexibility mobile phones offer has ensured customers use their devices in multiple ways, whether that’s to browse a brand’s e-commerce website or they use the device to make payments through features such as Apple Pay.
The rise of wearable devices
Besides gadgets, such as smart TVs, computers, smartphones, and tablets, today’s consumers are also wearing devices, such as the Apple Watch and FitBit. These devices can be used to offer in-store experiences that were previously unexplored.
In fact, eCommerce customers who previously purchased through their PCs and laptops, are now comfortable making purchases through their tablets and smartphones. Because of this new trend of making purchases through devices, brands are taking advantage of this trend by promoting products and services that can be bought on impulse. Customers are increasingly using click and collect services where they can order something online and pick it up in store.
A personalized approach
Since customers receive several marketing messages every day, brands need to provide marketing messaging and content tailored to the target consumer. Customers today prefer a targeted approach and look for personalized content whenever they’re shopping online. Brands such as Amazon leverage this by offering recommendations based on their past search history and purchases.
Apart from product recommendations, though, customers prefer receiving personalized emails that offer them unique coupons and discount offers. Where offline is concerned, customers today are open to receiving and exploring in-store developments, such as personalized money-off vouchers, and Wi-Fi, and GPS tracking.
These personalized tactics have enhanced the retail landscape by catering to a target audience’s individual needs. Taking advantage of such tactics is a definite way to expand target audiences, reach new customers, and boost overall profitability.
While online experiences have become immensely personalized, there is room for improvement in the in-store area. Brands still need to utilize data and provide more tailored content to customers in-store and boost overall sales in the retail landscape.
The continued rise of social
Social media is continuing to play a huge impact on the way customers purchase products, both online and offline. Social media platforms, such as Facebook, Instagram, and Pinterest, utilize their visual aspects to promote products and encourage consumers to make purchases.
Shopping using social media platforms increases as consumers make purchases directly from a brand’s social media handles. Apart from this, other aspects, such as online reviews, are also influencing consumer purchase decisions.
Due to an integral part, it plays today, social needs to be integrated at every step of the consumer journey. It offers a significant number of opportunities that brands can leverage to influence consumers’ purchasing decisions.
Conclusion
Technology gives retailers more ways to connect channels, but more touchpoints do not automatically create a better experience. Differentiation comes from relevant service, consistent information and careful use of customer data across the journey.
Personalisation needs limits
A connected journey should make a task easier, not collect data simply because it is available. Brands need a clear purpose for each data point, meaningful consent where required and a consistent experience when a customer moves between app, website and store. Useful measures include task completion, repeat use and customer satisfaction—not only clicks or short-term conversion.
