19/07/2018 Barry Marelli

OMNICHANNEL RETAIL INDEX 2017 REVIEW: PART 3 – CUSTOMER SERVICE AND LOYALTY

With the costs often involved in gaining a new customer, it has become increasingly important to online businesses to ensure that retention is front and centre. After all, it costs more to get a new customer than it does to retain one.

Email Marketing Still Has Prime Place
It might surprise you to learn that email marketing is still considered by top global retailers as a key tactic. With the undisputed rise in numbers of people who read their emails from their mobile devices, the optimisation of emails for mobile has been successfully adopted by 98% of brands and retailers in the Index.

In order to attain success with email marketing, it is of paramount importance to make sure email addresses are collected at each and every possible point in the consumer buying process. The core opportunities to grow this list are below:

  • Email Sign-Up in the Site Header
  • Sign-Up Pop-Up Banner
  • Incentive Online to Sign-Up
  • Email Sign-Up in the Site Footer
  • Email Sign-Up instore
  • Email Store Receipts
  • Instore Incentive for Email Sign-Up

Enhancing the Customer Experience
When you collect data about your customers, you can use this to enhance the personalisation of the experience they get when visiting your online store. Smart Retailers are capturing specific information such as sizing, style, and colour preferences which allows them to serve-up personalised communications to their customers while driving sales and engagements.

Loyalty Programs Lacking
The importance of a proving a seamless customer loyalty experience should not be underestimated. One of the areas that many retailers are currently falling short on at present is exactly this. Whether on the web, mobile or instore, loyalty programs need to be highlighted and customers should be either reminded or prompted of the benefits of the program. Simply asking “do you want to sign up?” without an explanation, isn’t sufficient.

67% of businesses within the index offer an online loyalty program. However, only 30% of these retailers of an incentive for customers to sign-up. If a company is taking the time and making the investment into any type of loyalty program, these efforts need to be driven across all channels in order to raise awareness, drive sign-ups, and encourage participation.

An intuitive way to do this, and to enhance the online presence of a business, is to reward customers for sharing their opinions or experiences of your products via social media.

Customer Service and Support
Almost 80% of customers agree that a poor customer experience would result in them ceasing to do business with a retailer and seeking out alternative options. In fact, 70% indicate they are prepared to pay more to a company with a better customer service rating.

Customers expect to be able to choose how they can contact you. Simply having an email is no longer acceptable and may result in lost sales, and unhappy customers. The below channels are accepted as the most important to offer to clients.

  • Live Chat
  • Social Media
  • Email
  • Secure Message
  • Phone

By offering multiple communication channels, customers feel reassured that should something go wrong, they can contact you easily to resolve matters. While 90% of retailers offer at least two methods of communication. However, only 1/3rd of these businesses make their contact details clearly visible in a site header.

Key opportunities that have been missed by many are the inclusion of contact details on product pages, checkout pages, and within pop-up banners

Live Chat is the most sought-after feature and shoppers agree that being able to get an instant response to their question elevates their customer experience and helps them to make a purchase quicker. Chat Bots are the latest innovation and harness the power of AI to deliver automated and intelligent responses to frequently asked questions by consumers.

In the dynamic world of eCommerce, IT capability can outstrip a retailers’ ability to maximise the effectiveness of the tools they own or are about to select. Playhouse commercialises the eCommerce proposition for its clients and manages their digital journey in four key areas – Strategy, Design, Mentoring, and Implementation.

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