Consumer Behavior
Meeting the needs of consumers post-digitization
Craig Webster, head of marketing at Infobip America, outlines how far digital have consumers gone, and how retailers can remain ahead of the curve in a new, rapidly advancing world.
June 28, 2021 by Ryan Creamore
While the final impact from the COVID experience will have on brick-and-mortar retailers is still unknown, one thing is for sure — consumers are already well on their way toward a preference for digital.
In fact, data shows that by the first week of April 2020, nine in 10 consumers had stated their typical shopping behaviors and experiences were significantly impacted by the pandemic.
Additionally, a consumer study commissioned during COVID showed that while a vast majority of consumers (69%) shopped about the same or more than before the pandemic, 59% had moved their shopping plans online. Couple this with the fact the pandemic accelerated the shift away from physical stores to digital shopping by roughly five years (according to data from IBM's U.S. Retail Index), it's clear the way consumers peruse products will never be the same.
With this shift to digital in mind, the question now becomes: how far digital have consumers gone, and how can retailers remain ahead of the curve in a new, rapidly advancing world?
Generally, the answer lies in the capability of a brand's customer service infrastructure — on which there's a lot of pressure to perform. It's on them to provide a smooth customer experience built across all channels — including website, email, SMS and more — that leaves consumers feeling like the brand truly knows them and their preferences. Fortunately, that acknowledgment also encourages customers to buy more from said retailer.
Here are some things retailers should keep in mind when looking to connect with consumers accustomed to digital:
1. Data is king: Before releasing any important business or communications updates, review customer data so you are making an informed decision about who to target, when, with what product, and on what channel. Try dividing customers into demographic buckets so you can effectively reach them with communications they care about and leave them with thoughts of how well your brand just gets them.
2. Personalize all outreach: Once you have your data primed and ready to go, it's time to create engaging content that meshes with your audience via multiple channels at a time. Proactive, personalized and informed communications will allow you to maximize revenue, customer satisfaction, and increase the likelihood they'll re-shop your brand. Remember, a Mother's Day discount won't do you any favors if you're sending it to a bachelor. Here are some ideas when thinking about personalizing your outreach:
a. Promote enticing discounts that cater to individual interests, as well as broader offers such as free or expedited shipping (especially if — for example — they're shopping in-store, but you don't have their size).
b. Provide referral rewards for customers, which can drive additional sales through friends and family; there's also an option to run friend & family discounts with coupons only continual shoppers can use!
c. Enable geolocation targeting in order to ping customers with product promotions and incentives if and when they're near a physical store location.
3. Meet customers where they are in their purchasing journey: With a strong online customer service infrastructure, you'll be prepared to seamlessly manage any and all customer concerns at any stage of their journey. Being able to connect with them on a personalized level, and via whatever platform they prefer, is essential to avoiding a negative experience that could turn them away from your brand both digitally and in-person.
Remember, the consumer/retailer relationship doesn't end once they make a purchase or leave your store. Utilizing a communications network designed to maintain consumer interest with data-driven proactive outreach can directly draw shoppers back for a repeat visit. Here are some examples of ongoing personalized communications to help brands maintain their consumer relationships:
- Track customer clicks and send alerts to consumers about products that are back in stock or a reminder if they added something to their cart but never checked out.
- Offer loyalty rewards to customers who make a repeat purchase — even outside of promotions and sale items. Keep track of their points digitally so they can check their account balance online at any time!
- Extend discount codes to customers who complete surveys on their experience or regularly provide feedback on your brand's customer service.
The global pandemic fundamentally changed the retail customer experience — and many of those changes are here to stay. Now, more than ever, retailers need to adopt an omnichannel customer engagement strategy that provides proactive and valuable engagement at every touchpoint in their journey.
Craig Webster is head of marketing at Infobip America
About Ryan Creamore
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