A positive customer experience is imperative to sustain growth in today’s competitive retail market. Nowadays customers decide how, when, and where they want to engage with a brand, whether it be in a physical store or on smartphones, tablets and desktop computers.
In order to meet customer needs and to ultimately drive sales, retailers need to adopt strategies which enhance the customer experience when it comes to e-commerce, and not rely on a one-size-fits-all approach.
This is according to Nick Soper, head of Design at Fontera Digital Works, who says that if retailers are able to deliver on the expectations and the experiences which their clients require, they are likely to retain and grow their customer base, see repeat purchases and develop profitable relationships.
“In order to succeed in the increasingly competitive e-commerce environment, brands need to ensure that they integrate as many of the components of the customer journey as possible, both online and offline. This strategy, otherwise known as omni-channel retailing, is fast becoming an industry standard and will ensure that retailers are using the platforms that provide the best customer experience and return on investment.”
Soper says that the moment of purchase is the most important element of the process, where all marketing efforts can either end in a sale or in wasted efforts. He says that it is therefore important to make purchasing an easy and convenient experience that will empower the customer to act on their impulse when, where or on a device that is convenient to them.
According to Soper, a key element of e-commerce, which is important for all omni-channel retailers to consider, is that in the U.S. almost half of all online sales are picked up in-store. He says that this allows consumers to view products online, and then purchase them in-store, or buy online and pick up in-store – whichever option is most convenient. “e-commerce stores operate 24 hours a day, seven days a week and therefore continuous operational support is needed. Retailers and businesses need to be aware of this in order to take advantage of each customer’s unique path to purchase.”
He says that in South Africa, currently it is not necessary for retailers and businesses to make use of all e-commerce elements, but rather to focus on implementing only the elements that will enhance the customer experience and increase sales.
“For instance, brands may decide that they only need an online catalogue. Men’s fashion brand, Kurt Geiger, is one such example in South Africa which started off using an online showroom which provides customers with an opportunity to browse products via the website, select item/s to purchase and then collect and pay for the item/s at a store convenient to the customer.
“This reduces the risk of customers being disappointed due to stock problems or sizing issues as the item/s are pre-packed into a suitcase and ready for the customer when he enters the store. This is an example of how Fontera identified a customer’s need, implemented an omni-channel idea, and gained valuable customer insights to use when the brand moves to e-commerce.
“This mechanism enhances the consumer’s experience by integrating the online and physical retail space of the brand, enabling the brand to provide their clientele with a customised experience that suits their individual needs.”
Additionally, Soper warns that many South African retailers which have already adopted e-commerce elements into their strategy have designed platforms which are compatible only for desktops and laptops and not mobile phones. He advises that mobile e-commerce should be a fundamental part of a sales strategy, especially as the need for mobile support for customers and the convenience factor is only going to grow.
“If there was ever an e-commerce goal for businesses and retailers to strive towards, it would be that ‘everything has to work, all of the time, for everybody’ and for these to be in line with business objectives, strategy and key performance indicator’s (KPI).
“Businesses therefore need to have an e-commerce strategy that links back to their KPI’s, which are measurements that reflect the performance and progress of a strategy or a tactic. KPI’s can include metrics such as revenue, average order value, newsletter signups, coupon redemption and finding a stores location.”
He says that another vital step is to ensure that the e-commerce strategy takes a user centred design approach, meaning that the strategy is tailored to solve the customer’s problems.
“By following these principles a business will be on the correct path to seeing a return on investment,” he concludes.