By Oliver Jaeger, vice president of global marketing and communications for e-Spirit
‘The customer is king’ the saying goes. But while the expression might be as old as the trade itself, it matters now more than ever before. Customers don’t just expect to be king; they expect the full royal treatment. According to Walker Information’s Customers 2020 Report, customer experience is set to overtake price and product as a key brand differentiator by 2020. This means that every interaction a retailer has with its customers directly affects revenue – either by drawing shoppers in, or pushing them away.
Customer expectations are high – they aren’t looking for cheap and cheerful, they want personalised experiences whilst on the move. For today’s shoppers, buying online should be equally easy and satisfying as browsing the aisles. This means website content must be current, personal and available on any device. Engaging customers with consistent and relevant content across all touch points is now a key element of retail success.
And this has not gone unnoticed by retailers. Research from JDA and PwC revealed 64 per cent of UK retail chief executives believe improving omni-channel capabilities is a top priority to enable growth.
So how can retailers keep their customers engaged from shop floor to website?
- Get mobile
Looking ahead, the most successful retail operations will be those that use the Internet to enhance their bricks-and-mortar stores and vice versa. This digital transformation that retailers are going through is fundamentally changing how we communicate with our customers. This mutually beneficial symbiosis can be achieved by creating consistent and personalised content that can be accessed across all devices – including mobile! Only then will retailers attract and retain customers in the loud and crowded retail space.