It’s not uncommon for today’s connected consumer to browse a website and in a matter of seconds, view and compare the products they want, having them delivered right to their front doorstep. Something like grocery shopping, which has been viewed as traditional for years now has taken on a life of its own with numerous services and companies catering to each individual shopper. Don’t like waiting in long lines? Self-check-out was created. Live in a city without a car? Home fresh delivery was implemented. Have a car and want more control of your time? Click and collect was invented for you.
What’s interesting about this shift is that it leaves retailers with a unique challenge that many may not understand. The physical experience of shopping in a store triggers an emotional response. Yet, with 191 million digital shoppers just in the U.S. alone, this presents retailers with an opportunity to move beyond omnichannel into customer centricity.
Here are my top three tips to achieve this:
Connect with Consumers Across Channels:
We all know that each and every individual has different preferences. This explains why Coca Cola created a customizable soda fountain, allowing every consumer to curate the exact beverage they desire. The same goes for purchasing decisions. Each consumer has a different preference and in order to succeed in today’s retail landscape, it’s crucial to understand that offering a variety of options is the best way to target all consumers. The best part about our digital environment is that it allows for consumers to receive the products they want in the way that they want to consume them. Whether it’s on a mobile phone, a physical store, a connected device or app, the possibilities are endless. The same also holds true for unwanted purchases. There are endless ways to return them.
Be Strategic about Promotions:
Let’s face it everyone loves a good deal. A special promotion can spur an impulse purchase and motivate a shopper to buy something that they didn’t initially even have in mind. What’s interesting is that with new apps that specifically find coupons and deals, retailers today are now even more focused on finding the best price. Brands know that rewarding shoppers with special promotions and discounts is a good way to provide a positive customer experience, yet some are still missing the mark. There is nothing worst than a shopper receiving a deal in their email, only to find out once they reach the store, that the discount is only valid online. Retailers need to align offline and online efforts to make sure they are streamlining promotions and deals, letting the consume decide how to make the purchase.
Mirror the Service Online and Offline:
Since more and more shoppers are turning to their devices to make purchases, when consumers are able to physically shop in a store, this provides a whole new landscape for customer experience. A well navigated and interactive website provides consumers with a fast and easy way to find the products they want in a rapid way. When a consumer goes into a store, they should feel that their needs are being The employees of a store should make sure that each consumer feels a connection to their experience and that the employees are focusing on each individual.
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