Digitization has profoundly transformed the retail sector. Thanks to the development of the omnichannel and to the potential of online sales, nowadays merchants are required to make considerable investments both in terms of technology and new skills. A targeted customer experience strategy is in fact increasingly necessary to tailor the retail experience to customer expectations, optimize the supply chain and retain those who visit the store.
If you look at mature retail players and e-commerce, consistency is the common ingredient to success, especially when it comes to innovation. This omnichannel consistency is critical in delivering the same procedures and centralized efficiencies that enable a global value proposition across a consistent customer journey, in store, on the website, on the delivery…
CUSTOMERS WANT EXPERIENCES
For e-commerce, to succeed, it’s not just about cost saving, but maintaining consistent efficiencies. As such, retailers must first ask themselves, “how can I convert any interaction into a sale?” Once they have an answer to that question, then they must focus on how to enrich the customer’s experience. On the other hand, for specialized distributors, providing exceptional service is critical. These distributors no longer just want to sell a product, but rather a solution and an experience which is worth something to the customer.
It is even more fundamental for brick and mortar stores, in a framework where online and offline purchases are increasingly becoming part of a single experience. Statistics show that customers, despite a growing digital approach, are returning to stores and sometimes increasingly feel the need for a “physical” interaction with the brand. This is why companies have begun to understand that it is necessary to offer a service that is adequate to expectations and to develop a true entertainment experience at the store.