Online and Offline Customer Experience
Published on Nov 14, 2015 by Sophie Brady in Uncategorized
In an increasingly digital age, many customers take their retail needs online. The strongest reasons attributed to this choice are the convenience and the lower prices of items.
As a result- traditional offline retailers are being forced to come up with new and innovative systems for engaging customers.
In recent surveys it has been revealed that when questioned, over half of customers have a greater amount of trust in businesses that have offline and online presence.
This being the case it is a prudent and highly desirable measure for all major retailers to ensure that they can reach their customers digitally.
Finding a true balance in these modes of delivery is only going to become more key in all areas of commerce, there are natural benefits and downsides to both online and offline shopping customer experience.
In a physical store you have a more visceral experience and the tactile element involved in handling products before making a purchase will always be in demand.
On the other hand- the major benefit of conducting your shopping online will always be the convenience factor and over 71% of customers state they prefer to be able to shop any place and at anytime.
Digital commerce is all the more powerful when it is combined with well considered mobile Ux, this helps customers find similar products that they might find appealing based on their previous views and purchases.
It’s these type of personal, tailored product recommendations that can help enrich and facilitate the customers shopping experience.
In physical stores, even the most renowned and successful retailers can’t guarantee the delivery of an exceptional customer experience every time- there are quite simply too many variables and external circumstances involved.
From a marketing standpoint the great value in combining digital and physical commerce is to be found in the form of data.
For instance, a customer who pays for their shopping in cash leaves no trace data behind them once they have completed their transaction.
Loyalty cards make some difference in this scenario but even then the amount of data gathered in limited.
So basically, once that customer has made this purchase there is no way of knowing how they came to reach that decision.
Which products did they like or reject before making their purchase? These points are incredibly useful to know.
When shopping online all informational data is captured and used to generate intelligent product recommendations to customers in the future.
This information combined with transactional data from an offline shopping trip ensures this data becomes incredibly effective and powerful.
This method of tailor making a seamless online and offline shopping experience for customers certainly does not seem to be bothering most consumers either.
In fact when asked outright if this kind of personal data gathering bothered them- only 16% of shoppers said they cared about brands tracking what they searched for on site.
So, as ecommerce sites expand to physical stores to increase their growth and high street brands attempt to also conquer the digital world it is made increasingly clear that those that make a success out of both channels have a significant competitive edge in the present and future of retail.
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