In the future, retailers will approach customers at the most convenient time, with the most relevant content, tailored to their preferences. Customers will be loyal to brands and love the customer experience they receive. But wait, it’s 2016! Marty McFly went back to the future last year. So what changes should we expect in Customer Experience?
By 2016, we have the big data at our fingertips to make informed decisions about our customers and approach them at the time when they are most likely to buy. The Retail Doctor Bob Phibbs champions content personalization saying ““Good morning,” “Good afternoon” or “Good evening” should be the first words out of your associates’ mouths when greeting a customer”. We are now able to greet customers with personalized content and engage them more effectively with CRM software and data from social media listening. CustomerThink state that :
"78% of customers return to the store when a retailer provides them with targeted, personalized content".
Yet many retailers struggle to bring personalized content to their customers. More and more brands are finding that personalized shopping experiences increase profit margins, strengthen loyalty and level the playing field with eCommerce. Read more about Key Benefits of Personalized User Experiences
Go online, see what’s instore
In recent years and with increasing digitalization, customers have become more informed. They prefer to research online before they come instore. Bruce Rogers, Chief Insights Officer at Forbes notes that “Customers do their homework for major purchases, and that’s easiest online, ...But when it comes to the actual purchase, they like to do it in person.” It is a little alarming that only 46% of Retailers have noticed this trend. BrightLocal say that customers research on average 2-3 sites before they decide on the purchase. Personalized content actively engages the customer giving them a nudge in your direction. This proves how content play an important role in ecomerce.
One of the advantages the eCommerce sector has over the Retail sector is the ease in bringing the store to the customer. In 2016, many retail brands are using personalized content messages to bring the customer to the store. The Shaw Academy note that “71% of shoppers believe they will get a better deal online.” They note this year has seen a rise in online customer engagement and scannable mobile coupons to spend instore.
Once the customer has engaged with your brand, downloaded the coupon and decided to buy a product, they will come find the store. BrightLocal found that “53% of consumers search for local businesses at least one time per month (vs. 43% in 2015)”. The Shaw Academy advocate putting your address or store locator on your landing page and including maps and directions. CustomerThink say that as many as 90% of the retail customers will simply leave after just one single bad experience. Increasingly customers ignore stores that they can’t easily find.
When was the last time you struggled to find a store and gave up? Soon that will be a nostalgic memory as more and more brands make themselves easier to find and put customer experience first. We are now in the age where personalized content engages customers, bringing them to easy-to-locate stores, where the best customer experience drives brand loyalty and sales. Personalized content offerings, scannable coupons and enjoyable customer experience are the future. Customers choose the experience they want based on finely-tuned personalized messages and that’s what will keep them returning for more.
Knexus platform helps retailers deliver optimum, personalized content experiences using a powerful content matching engine. The engine searches a brand's relevant content across multiple systems, matching user data (eg CRM, transaction history, social behaviour) to create compelling customer experiences.