As retailers move forward, there are three crucial stages to consider:
During this phase, retailers must demystify the customer experience, whether it's for curbside pick-ups or as stores begin to open. By effectively and efficiently explaining what one can expect, retailers can ease anxiety and put customers in a positive mindset.
Key moments to have a plan of action:
Alerts for when a product is ready for pick-up,
Updates when in a queue line to enter a store,
Clear information on how to return an item in-store or online,
Visibility to what is available in-store, what delivery times look like, and what’s faster to get online.
Be sure to layer on brand voice when creating your messaging plan, and to clearly identify who you are. Openings need to be safe, but they also need to be human. Shopping is an emotional experience, and customers will gravitate to brands that deliver that regardless where it happens.
Agile businesses rely on digitalization, and in today’s new normal, customers across ALL demographics have adopted various forms of technology—from contactless payments to streaming video to augmented reality.
Key areas to invest in:
Cloud at scale and communication migration
Cloud is the key enabling technology for telecommuting, teleworking, tele-heath applications and even clienteling.
Contextualization via software agility and predictive analytics
While AI must be adapted to new norms, it will be key in determining how to best serve each individual customer.
Robust plan for digital engagement
Whether using WhatsApp, SMS, chat, email and/or video, you must know when to use what, and when. Be cognizant of when it's a one-to-many or a one-one interaction. It creates a human approach to engagement, igniting the senses on a deeper level.
Clienteling and creating in-store experiences, digitally
Successful retailers must empower their teams to establish long-term relationships with customers based on data about their preferences, behaviors, and past purchases. It’s about creating fans, not just customers for your brand. The right approach will impact shopping frequency, lift in average transaction value, and other key metrics.
Key areas of focus:
Be able to seamlessly connect online and offline interactions and have a holistic snapshot of customers.
Empower your staff with information that allows them to respond with anticipatory support and context.
Have a unified view of the customer, in which analytics plays a critical role in enabling data-based decision making.
Focus on adding a layer of personal touch to the shopping experience with your clienteling strategy.