![]() ![]() To really stitch together their marketing and online experiences, brands must have the ability to connect first-party data, recognize consumers across channels and personalize as quickly as their customers switch from desktops to tablets and between in-store and devices. But marketers also need to be prepared for how quickly they transition from one platform to the next. According to Criteo, 40% of e-commerce transactions involve multiple devices along the path to purchase. It is fairly well-known how often consumers switch devices. To achieve true seamlessness, businesses must be able to connect their first-party data to each step in the customer journey, no matter how many times consumers switch devices or channels 3. In order to recognize customers across channels and create consistency, brands must be able to collect, connect and actually act upon disparate customer data from both online and offline sources. The most crucial resource organizations must tap into to be fully informed on their customers is their own first-party data. As data from Experian revealed, 97% of organizations are looking to achieve a complete view of the customer, but 81% of marketers struggle to achieve this end. To succeed, it is crucial to obtain a single view of the customer, or the ability to recognize consumer behavior, needs and interests across devices and channels by building holistic profiles. Informedīusinesses can’t achieve continuity without insight. ![]() The following five components are crucial for achieving seamlessness at a time when the customer experience is just as important than the merchandise itself: 1. And the fact of the matter is, customers expect this level of integration in exchange for giving brands their data and their loyalty. This scenario describes the type of coherent, omnichannel experience all brands should strive for. Finally, when she makes it back to her desk, the shopper makes a purchase online through her desktop and picks the item up in-store that same evening. Later that day, she pulls out her tablet during lunch to continue browsing, and the retailer she is shopping with remembers where she left off, despite the device switch. Imagine a woman is shopping online for shoes on her mobile device while waiting in line to buy coffee in the morning. The first step toward understanding this somewhat elusive, but endlessly important concept is to take a look at a real-life scenario. It puts the customer at the center of every interaction, keeps her engaged and removes friction from her path. What makes a customer’s shopping experience seamless?Ī seamless shopping experience is one that integrates customer data to personalize consumer interactions and provide a continuous, connected journey as shoppers transition from one device to another, and from online to offline and back again. Additionally, 89% said it is important for retailers to let them shop for products in the way that is most convenient for them, no matter which sales channel they choose. In fact, Accenture found 49% of consumers believe the best thing retailers can do to improve the shopping experience is to better integrate in-store, online and mobile shopping channels. Buying decisions involve not only multiple devices and platforms, but also extremely high expectations on the part of consumers.Īnd “seamlessness” tops the list as far as customer demands are concerned. Today, consumers are obsessed with experiences. Products alone have lost their authority in the purchasing process.
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