Your secret weapon against online retail giants is a personalized experience that resonates emotionally. Use these 7 tips to attract loyal customers.
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When customers buy something from a large online retailer like Amazon, they click a few
buttons and their product shows up a few days later. That’s great, but today’s customer wants
something more from retail brands than the product itself. One of the most substantial ways to
differentiate your brand is through your customer experience. Instead of selling customers a
product that they can just as easily buy from another retailer, you need to sell the experience
surrounding that product.
Here are seven major ways that you can provide a superior experience, attract more customers,
and improve brand loyalty:
1: Create a cycle of success for your employees. Having well-trained, content, and confident
employees in every department improves customer service. Your business operations do not
exist independently of each other, so problems in your accounting department will eventually
create problems for your customers. You can avoid these kinds of problems by centralizing all
necessary business functions using an ERP system designed especially for retail.
2: Offer great products – and ensure availability. Determine optimal assortments and quantities
using business intelligence, social monitoring, and similar tools to ensure that you have
sufficient quantities of all the products your customers want.
3: Listen to your customers. In the era of social media and direct customer engagement, there’s
no excuse for not knowing what your shoppers want. But don’t ask for their opinions only to
ignore them. Instead, really listen. Listening to your customer doesn’t just mean responding to
their comments and questions, but also gauging your brand image and whether or not your
marketing campaigns are sending the right message.
To simplify the collection of this feedback, connecting a business intelligence solution like
Visionet's VisiAnalytics to your omni-channel ERP platform can seamlessly generate critical
reports about every aspect of your customer’s journey. You will be able to focus on the specifics
of individual customer experiences while also gaining a better overall view of how your
operations enable these experiences.
4: Choose the right ERP implementation partner. This minimizes the risk of data loss or
disruption. A good technology partner also becomes a valuable resource for your employees
when they start using the new system, and provides a complete range of post-
implementation ERP services. As an added bonus, the right partner will also help you save
money by taking full advantage of your existing IT infrastructure instead of insisting on an
expensive “rip and replace” approach.
5: Be where your customers are! There are tons of opportunities to personalize the experience
for your customers, ranging from sending in-store promotions straight to their device (35% of
global customers use their phones in-store to search for discounts or coupons1), to offering
multi-channel customer service. You need to engage each customer using their preferred retail
channel and create a shopping experience that matches their tastes from start to finish.
6: Remember that it doesn’t stop with the sale. An existing customer is 50% more likely to try a
new product and 31% more likely to spend more than a new customer2, which means that the
positive impression that your retail brand can make by creating a positive after-sales experience
is priceless. Your existing customers can become your brand’s biggest advocates. After all, are
customers more likely to listen to a TV commercial, or a close friend who really loves your
7: Be consistent in your branding, policies, product quality, pricing, and more. If your website
mobile app look different, or your customer service representatives provide different
information, it confuses your customers as well as your internal operations. Maintain the same
company-wide standards, policies, and design language from the beginning, and stick with
them. Having a single dashboard for your website, mobile app, social networks, and other
branded forms of communication can help you maintain consistency.
Notice how all of these tips focus on the customer experience. In retail today, it’s impossible to
compete with giants like Amazon on price or selection. However, smaller retailers can provide a
customer experience that goes above and beyond what Amazon can offer. Delivering
memorable experiences will become the driving force behind your business success for years to
Want to learn more about the best tools and techniques for a winning customer experience
strategy? Contact Visionet Systems to schedule your complimentary consultation.
1. PwC 2016 Total Retail report