In the last decade, differentiators like Price, Placement, and Promotion have taken a backseat and Customer experience stands out as the singular differentiator that helps build brand loyalty.
Brands that prioritize customer experience also report the following bottom line benefits:
Average Order Value (AOV)
Return on Ad Spend (RoAS)
Customer LifeTime Value (CLTV)
faster Revenue Growth Rates
Here are some recommendations for enhancing shopper communications and engagement shared by Industry leading companies:
Shopping through social media– More and more users are shifting to social platforms for exploration. Instagram has about 800+ million users and it serves to meet shoppers in such platforms where they spend most of their time. Integrating a ‘buy’ button on these platforms can be advantageous.
Incentivize in-store shoppers– A tested method to drive in-store traffic is by offering incentives like exclusive discounts, in-store-only products, and free gifts for in-store shoppers and so on.
Allow preferred payment methods– Cart abandonment significantly reduces if you offer customers’ preferred payment options. The probability of completing the purchase on a mobile device increases too when a customer sees a payment option that is preferred by him/her.
Start early– A well-designed promotional calendar is important for every holiday season. Retailers have known to start on sales teasers before Thanksgiving with promotional communication continuing till Christmas – this way they are able to engage with early shoppers as well as the last minute crowd.
Offer incentives through the journey– Try and engage with the customer through the shopping journey by offering e-mail signup offers or discounts upon sharing reviews.
- While these are some tips shared by organizations that have time-tested the methods, some companies still resort to
traditional methods to improve conversions– like creating custom landing pages, improving search options and using direct mail for in-store engagement. These are simple ways to pave a smooth path to purchase. Also, spend some time in understanding shopper behavior in-store and online and see how personalized recommendations can pay-off this season.