The role of the delivery experience is as important as the face-to-face in-store experience for customers, according to Carmen Carey, CEO of Sorted. Here she explains the power of brands that succeed.
The death of big brands is nothing new, and neither is the astronomical boom in e-commerce. Once upon a time, brands had tunnel vision to plug all of their investments into the in-store experience, but that quickly became obsolete. Instead, more and more shoppers are now primarily online shoppers, and many are not returning to Main Street despite it reopening.
While fewer consumers are stepping into physical stores, they still expect the same personal experience online. Therefore, converting the same principles of in-store experience to the online sphere is crucial when capturing customers. Arcadia is just one example of a retailer that failed to make the right investments in customer experience fast enough to keep up with the online world, and customers have clicked elsewhere. And, although it is well known that brands must innovate, they must make carefully calculated investments to meet the needs of their customers and to keep up with their competition.
With that in mind, how can retailers master their end-to-end e-commerce journey to provide customers with an unbeatable shopping journey?
Keep it tight within the mark
What sets Main Street apart from the digital world is its ability for customers to get a physical idea of products, immerse themselves in the brand, try things out, and know exactly when their purchase will be in their hands ( that is, right away). Now, retailers must also tie these experiences into the entire e-commerce journey.
One of the ways to do this is through automated brand tracking. While brand tracking should now be hygienic, many retailers still send customer updates through third-party carrier tracking pages. What this does is drive customers away from a retailer’s app or site and also away from the brand experience. Considering that retailers wouldn’t have a third-party sales assistant to handle their in-store customers, why would it make sense to use a third party for the online delivery experience?
Not only that, but we found that 75% of consumers would stop using a retailer if they frequently messed up communication updates regarding their delivery. Therefore, if the delivery updates between the brand and the third-party courier are not coordinated, it can lead to frustration, damaging the overall brand experience that retailers try to instill throughout the journey. “purchase to delivery” journey.
It is a question of genuinely optimizing the partnership between carriers, brands and technological partners. Brands can’t do it all, and carriers have the hard-earned experience and infrastructure to get your customers’ packages from the fulfillment center to their doorstep. But they are not experts in your brand or the specific, unique customer experience that you are trying to create. It is therefore vital to control how you present your brand, both in-store and offline, to the extent possible.
Communicate, wherever you are
On Main Street, even something as simple as greeting customers as they walk through the door or giving them a friendly smile can build trust. And, one of the most important aspects of in-store shopping is the ability for salespeople to offer direct support – asking if customers need help and immediately answering customer questions. So, when it comes to e-commerce, the same type of proactive communication should be reflected.
In the online world, retailers can use automated updates and notifications to stay ahead of customers and keep them informed every step of the way. No customer wants to be left in the dark about their delivery, so automated brand tracking is a great way to ensure all customers know their delivery journey – before they even need to ask. .
In stores, customers can lean on the shoulder of a helpful retail employee to ask their question and resolve it within minutes. This can be replicated online with tracking pages that allow customers to self-service their delivery updates. Since “Where is my order” (WISMO) queries can represent up to 80% of customer contacts, this option can dramatically improve customer satisfaction by immediately giving them the answers they need. In addition, it also relieves customer service teams by ultimately reducing traffic to a contact center.
Retailers can also give customers a similar personal touch with multi-channel service. Whether it’s via email, SMS, app push notification, or live chat, customers want access to the information they want, through the channels of their choice.
Insights for a personal touch
A great in-store customer experience means getting to know your customers – what they like, what they don’t like, and ultimately give them the best product or service for them. Basically, customers want to feel special, seen and heard and have their shopping experience fully tailored to them.
To translate this into the online world, brands can take advantage of tracking pages to continuously tailor the post-purchase experience, strengthen processes, and unlock more insights into customer behavior by implementing more strategies. based on data to improve it. Retailers may ask: Which upsell ads resonate the most after the buy button? What point in the delivery journey are most customers looking for an update? Which post-purchase communications are the most read or generate the most visits to the site?
With tracking pages (either onsite multi-package tracking pages or in app tracking), brands can personalize content and ads for different segments and personalities, while learning more and more about where and when. your customer consumes information. Not only does this increase customer retention and upselling opportunities, but more importantly, it gives every customer a unique experience.
The digital world is here, are you ready?
Customers now have the choice to shop online, offline, on the bus, on the couch – literally anywhere, if you have the right tools. Connecting seamlessly with customers online, the same way your teams might on Main Street, is more important than ever. Do it right and you will be unbeatable competition.
Written by Carmen Carey, CEO, Sorted