Unified Commerce
Offline experience
Delivery
Consistent brand values
It's all about the customer experience
Unified Commerce
Recent research from Deloitte clearly shows that consumers are channel agnostic (pdf). They hop from one interaction point to the next. Whether that’s an Instagram ad, a pop-up store, or a voice search. To make matters worse, the number of touchpoints is increasing rapidly (Deloitte, pdf), both in terms of availability and adoption by the general public.
Trends like chatbots and technologies like augmented and virtual reality are interesting ways to differentiate yourself and reach the customer. But at the same time they add even more complexity to the web of touchpoints. Despite the increased complexity, customers still want a seamless experience when they decide to switch from one channel to another.
A seamless shopping experience is no longer a nice-to-have but essential (Deloitte, pdf). Yet it is not always easy to break away from the traditional approach, even when you focus on new ways of customer interaction. For example, marketing budgets are often reserved for tried and tested channels . 2020 is the year to shift your marketing spending. From traditional channels to an approach that meets the digitally flexible customer.
If you really want to focus on the customer experience, you need to say goodbye to a channel-specific, offline versus online, marketing strategy. Instead, look at the bigger picture. Focus on the end result. Then zoom in on how you can optimize each individual channel. And how you can provide a better, more holistic customer experience (Deloitte, pdf). As more and more companies are choosing this approach, there is currently a shift in the technologies that enable e-commerce.
Many companies have begun to build modular italy telegram data platforms (Deloitte, pdf), with a focus on the customer experience. This is instead of relying on a single, monolithic e-commerce solution. A modular platform allows them to adapt their technology to the customer. Instead of letting their approach be dictated or limited by their software.
But a consistent purchasing experience is not the only desire that consumers have. They also expect the seller to know them inside and out. If this is not the case, they will easily switch to another provider. As many as 77% of consumers expect products and offers that are personally tailored to them .
Salesperson with tablet helps customer.
Trend 2: A smooth, personalized customer journey
In order to show the right product to the right person at the right time, technology and data are indispensable. Think of targeted online advertisements. But also, for example, dynamic, relevant website content or useful information presented via a personalized app. Personalized, relevant communication has a clear focus for most brands. 92% even see personalization as a top priority .
