Businesses are now entering the age of experience. What this means is that they can no longer rely only on the uniqueness or superiority of their product to differentiate them from the competition. Instead, what will give them the leading edge is the kind of experience they offer their customers. In today’s blog, we will look at what is customer experience and how it is the big driver in e-commerce now.
With technological advances come changed customer expectations. Today’s hyperconnected customers are no longer restricted to a physical shopping location, shop opening hours or even a website to shop. They now use multiple touchpoints and channels to engage with the brands. What they are looking for, is a better experience, across all channels, as companies have realized. And this customer experience is now what defines and differentiates brands in a hypercompetitive marketplace, which has led companies to focus on what is called experience-driven e-commerce.
Components of experience-driven e-commerce
Successful and meaningful customer experience is what drives customer loyalty in the long run and makes better business sense. Adobe has defined some of the components that make up a connected customer experience-driven e-commerce that hold true across industries and verticals. Businesses big and small can take guidance from the pointers below to enhance their brand and stay ahead of the competition.
1. Your commerce should captivate the customer and speak to their interests to pull them towards your brand.
2. Your interaction with your customers must be personalized. This means you should know your customers well enough to ensure that they have a customized shopping experience, across all business touch points.
3. Have an omnichannel approach. This means customers can access the shopping experience across all devices seamlessly without requiring adding their information and preferences with every interaction.
4. Engage meaningfully with customers with the right story and dynamic merchandising. Your content and media should all be projecting a unified brand story that the customer can connect with.
5. Ecommerce should be effortless. Use advanced analytics to smoothen the e-commerce pathway for every customer.
How to achieve a connected customer experience
Understanding your customer is the key to achieving the connected customer experience. Experience-driven e-commerce will be successful only when you have created subsets of your audiences based not just on demographics but shared interests.
You can use sophisticated data management platforms to get a better picture of your audiences and their likes and dislikes. Using the data, you can effectively segment your audiences and the more granular you can make it, the better results you will get.
You can craft a personalized customer journey for each audience subset based on demographics, preferences and even group or brand affinities to be accessible everywhere. Creating a personalized customer journey has shown to increase revenues significantly over time and pull in new audiences via group or brand affinities that would have otherwise been lost. You can also use automation to achieve personalization at scale.
Using dynamic content, you can increase audience engagement and the likelihood of a sale. Today, most purchasing decisions are made outside the store – customers will often check a product on their phones and compare prices before making a purchase, which makes your content an important part of your brand story and customer experience. Compelling storytelling, interactive websites help build connections with customers and reinforce brand identity.
And finally, use advanced analytics to help you create a better e-commerce experience. Rich data interacts with the customer through websites, mobile apps, retail digital technology etc. and provides you with a wealth of information to enhance the customer journey and drive conversions.
In conclusion, businesses that embrace the connected customer experience will get the advantage in a competitive marketplace and retain customer loyalty while those that don’t will miss out on the increased revenues that such an investment will bring in. The good news is that businesses can take small steps to achieve their goal of connected customer experience and the first step will be to partner with an IT services partner that has capabilities to match. At Tricon Infotech we offer a portfolio of technology services and solutions to make your organization future-ready. Connect with us to learn more about how we can help you optimize your business processes.