Retail Observer

RETAILOBSERVER.COM JUNE 2022 50 Genna Majuta Digital Trends W ithin the shopper journey, there are a number of tactics retailers can deploy to turn prospects into customers, and while not every shopper will take the same path to purchase, technology can play a helpful role across every step. An efficient omni- channel strategy can help you deliver great experiences to engage customers via the channels of their choice. And with 88% of shoppers expecting companies to have accelerated digital initiatives because of the pandemic, knowing how to meet their increased expectations can give you a competitive edge. Historically, customers have expected the basics of quality service and fair pricing, but modern shoppers are demanding an experience that is fast, proactive, personalized and connected. For businesses that are well-prepared, there's great news: 91% of shoppers are more likely to make a repeat purchase after a positive experience, and 71% of shoppers will make an initial purchase decision based on their experience. So how can retailers win more new shoppers and generate repeat business? BE FAST Shoppers expect your business to be there for them at the exact moment when they need you. Social media, with their feeds of live updates, have shortened the time consumers expect a business to reply to their messages. So while fast service has always been appreciated, the bar has been raised. A clear, intuitive website with online chat support helps shoppers find and learn about items at their own pace, and flexible online payment options will empower customers to self-serve. Whether they prefer the benefits of PayPal, or they want to apply for online financing and checkout with their approved line of credit in the same session, speeding-up the time it takes shoppers to get to their desired result means a win for you and a better experience for them. BE PROACTIVE Customers expect proactive service and want you to offer them the right information proactively. Because a quick Google search will tell us just about anything we need to know, today's consumers have little patience when companies don't have the answers they need. There's also a breed of consumer who likes to find information on their own and will look to the internet to answer their questions. Your website is a great place to anticipate your customers' needs and offer them the information they want to know, before they even think of asking. You can empower shoppers with prices, stock status, what's on display in-store, and estimated delivery dates to help them decide to purchase from you and prevent them from going elsewhere. While it can be a chore to maintain all this data manually, technology now makes it a lot easier with smart integrations that allow your website to ingest important fields and update automatically as information changes. BE PERSONALIZED When shoppers interact with your business, they want to feel unique and valued. In hard numbers – 66% of customers expect companies to understand their unique needs and expectations, yet 66% say they're too often treated like numbers. It's impossible to deliver the kind of highly desirable personalized experience shoppers expect online without the right technologies. An intelligent website that asks shoppers to introduce them- selves and creates consumer profiles will unlock powerful tools. These technologies enable features such as relevant product recommendations based on the user's search history, tailored ads, and relevant marketing emails that show the customer you know what they're interested in. With 52% of shoppers expecting personalization in the offers and ads you send them, this insight can help you reach more customers in more meaningful ways. BE CONNECTED To tie it all together, shoppers want a connected experience where they can interact with you in a variety of ways, while enjoying a consistent experience that feels like a seamless conversation. They want to be able to jump from a target email into a website, from the website into a chat, and then into a store where the staff know who they are and what they're interested in. The key in all of these jumps is consistency. Technology can be a thoughtful omnichannel toolkit that ensures that at every touchpoint you're getting closer to converting a prospect into a customer. As shoppers evolve, you need to assess your ability to deliver on their expectations, and realize that technology is there as a tool to make things easier for your business and better for your customers. RO MEETING TODAY'S SHOPPER EXPECTATIONS Genna Majuta, CEO, Retailer Web Services

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