By Jackson Versitano, Retail Country Manager at Lightspeed
In today’s fast-paced retail environment, consumers are more promiscuous, when it comes to making purchases, than ever before. With the rise of e-commerce and the proliferation of online marketplaces, shoppers have access to an abundance of choices at their fingertips, so it’s crucial to offer a cohesive and engaging experience across all touchpoints.
According to recent insights, three in four consumers now browse multiple marketplaces before making a purchase. By embracing an omni-channel approach, businesses can provide customers with a unified journey from online search to stepping inside the store.
Understanding the promiscuous shopper and keeping them loyal
The promiscuous shopper isn’t just having their heads turned due to attention grabbers from retailers, they are becoming wiser to exploring multiple online platforms to find the best deals and products. This behaviour reflects a shift towards a more discerning and empowered customer. To cater to their needs, retailers must adapt by offering a consistent brand experience across all channels. Whether it’s through social media, e-commerce platforms, or physical stores, maintaining brand consistency builds trust and encourages customer loyalty.
To cultivate increased customer loyalty, retailers must prioritise not just a personalised shopping experience, but also exceptional customer service, and rewards programmes. It’s never been more important to leverage data analytics and customer relationship management tools to stay ahead. Retailers need to use ever evolving technology to tailor their offerings to meet the individual needs and preferences of their customer, thereby cementing long-term loyalty.
Using technology to show you understand customer needs and expectations
One key aspect of satisfying customer demands is understanding inventory management. By keeping track of popular items and ensuring adequate stock levels throughout the year, having access to data/inventory management allows businesses to understand what to stock and when as some items might be more popular than others at specific times of the year. For a personalised approach, staying abreast of the latest trends in product popularity allows retail staff to recommend items that best fit the wants, needs, and desires of a customer, enhancing their shopping experience, increasing the likelihood of purchase as well as repeat custom. And, not to forget, the actual customer service experience. Retailers must ensure that they have appropriate staffing levels to minimise wait times, after all, we live in an era of immediacy, so shoppers don’t want to wait to be served.
Maximising customer sales and engagement
To ensure a seamless omnichannel experience, retailers can leverage incentives and promotions that span both online and offline channels. By sharing discount codes for in-store visits and offering exclusive online deals, businesses can encourage customers to engage with their brand across multiple touchpoints. Encouraging satisfied customers to share their purchases online and leave glowing reviews can significantly boost brand credibility and attract new customers who are swayed by recommendations thus helping to build credibility and attract new customers across all channels.
The consumer purchase journey and the power of community
A strong sense of community is essential for fostering brand loyalty and advocacy. Retailers can cultivate a community both online and offline by hosting events, engaging with customers on social media, and creating memorable in-store experiences. By fostering connections and relationships with customers, businesses become more than just transactional entities – they become integral parts of their customers’ lives.
While online marketplaces dominate much of the pre-purchase phase, the role of brick-and-mortar retail remains crucial. Physical stores offer opportunities for tactile experiences, face-to-face interactions, and immediate gratification. To capitalise on this, retailers must focus on enhancing the in-store experience, optimising store layout and design, and providing knowledgeable and attentive staff to guide customers through their purchase journey. For example, having the ability to look at past purchases from returning customers who have been included in loyalty programmes before, and offering limited edition products available only in-store.
A blend of digital innovation and the human touch to thrive
Navigating the indiscriminate shopper requires a multifaceted approach that blends digital innovation with personalised human touchpoints. By understanding the needs and preferences of the shopper, optimising customer service and having robust back-end technology systems such as inventory management, allows for a seamless transition from online to in-store, so that retailers can differentiate themselves and thrive in an increasingly digital world. Recording useful customer info (when possible) like sizes and products already purchased ensures a more personalised experience online and in-store as well as faster payment.
Embracing an omni-channel approach isn’t just about meeting customer expectations—it’s about exceeding them and creating unforgettable experiences that keep customers coming back time and time again.
