If there is a lesson that brands and retailers have learned within the first 6 weeks of global shutdown amidst the coronavirus pandemic, it is this: if they are slow to adapt to e-commerce, they are ill-prepared to cope with an increase in buyers for digital media only and can switch to omnichannel. Investing in customer-centric digital experiences was an afterthought for many companies before COVID-19, and even during the crisis, companies that immediately invested in digital experiences turned out to be winners. Companies that aggressively marketed and promoted in the first month of blocking have seen sales growth of 70% over the previous year. As we see constraints become easier, brands and retailers need to prioritize technology and tactics to ensure that all customers find what they’re looking for with ease and in methods that suit their needs.
According to Forrester Only 52% of retailers believe they have the right technology and processes for omnichannel. At the beginning of the pandemic, consumers quickly opted for digital first shopping: in the United States alone By the end of 2020 there will be 7.4 million new digital buyersand they expect to work with brands and retailers that offer omnichannel experiences that focus on guidance, support, and easy access to what they need. What should you prioritize with so many retailers in terms of technology and processes to keep growing and retain your customers?
6 technologies and tactics to be omnichannel and customer focused
Bridging the online-offline gap:
Click and collect:
If your company has brick-and-mortar stores, implementing Click and Collect is critical for omnichannel experiences. During the pandemic, this method became incredibly popular and effective: the American retailer Target Roadside pickup growth increased 500% year over year in the first half of the year and More than half of consumers have used some form of clicking and collecting as a result of COVID-19. From retail giants to local retailers, this method enables consumers to get what they need in a matter of hours without going to a store.
Omnichannel customer service
Customers need support and support throughout the customer journey, from the consideration phase to after the purchase, where they need advice and tips. Companies have to implement solutions that guide customers over their entire life cycle. For the consideration phase in industries that are used to customers coming to their stores to make final decisions about a purchase, such as: B. Household appliances, booking time to get to a store with an expert, the consumer has already provided information about wishes and needs to shorten the time of the store. Fashion brand, Suit Supply lets customers conduct “co-browsing sessions”. online with a business partner and then book an appointment online.
In addition, retailers and brands need to create personalized yet fully self-service digital experiences to help customers troubleshoot, DIY repair, or find the right part To expand the path to the customer journey and being seen as a dedicated and helpful company will keep customers coming back.
For the consumer who needs to see a product before buying but starts searching online, using QR codes to determine the exact location of the item is one way to bridge the gap between online and offline buying considerations conclude.
Make the digital experience more effective and customer-oriented
Increasing AOV is critical for any online business, but it can be challenging offer customers complementary products in a varied product catalog. Investing in e-commerce software with bundling capabilities helps generate more sales, increase sales and help companies understand their customers better. This tactic can be used to display complementary products for click and bulk orders, as consumers tend to buy more items when they go to a store to pick up these types of orders.
AI-based conversation trading::
Consumers want personalized advice that is tailored to their individual needs when shopping online. It is imperative that companies implement technologies that support customers in real time without having to rely on account managers. One size doesn’t fit everyone, and the current search experience in most ecommerce stores is unable to narrow the selection and provide a personalized product recommendation based on the buyer’s needs. The AI-based conversation search makes the trade talkative by asking questions as needed and using these answers to find the right product for the customer.
Use social selling on Facebook, Instagram and Pinterest. If you are unable to get involved in a business, social media can be used to direct you to your customers: their phones, to promote and learn about your product catalog. 90% of Instagram and Facebook accounts follow at least one business accountThis means that consumers want to engage with brands that they enjoy. There are immense opportunities to integrate digital and conversation trading across social platforms.
It is more important than ever for brands and retailers to go digital at full throttle and use new technology to ensure they continue to grow and find consumers what they are looking for, wherever and whenever they shop online.
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