You hear it everywhere: COVID-19 and the global pandemic radically changed the way we shop and ultimately, buy. Prior to the pandemic, many retailers were focused on enhancing the in-store experience. From coffee bars to yoga classes, brands were working to increase customer loyalty by drawing shoppers into their stores. Today, the ultimate shopper experience is woven through many touch points that are built on customization, convenience, and flexibility.
In a recent study by Harvard Business Review, 82% of retailers say that improving the shopper experience is their top priority. Let’s take a deeper dive into how ecommerce retailers are improving their customer experience strategies.
Customer Service is a Team Effort
Today’s ecommerce retailers understand that customers’ expectations have shifted. Personalized content. Connected experiences. Prioritizing convenience and safety. These are no longer ‘nice to have’ options, they are critical for the growth of your ecommerce brand.
To meet (and even exceed) these expectations, brands need to model a team effort approach when it comes to the shopper experience. It’s not just the responsibility of customer-facing roles to create a positive experience. From web developers improving site speed to inventory fulfillment teams, your brand must recognize all roles contribute to the customer experience.
According to Salesforce, teams must work together to improve CX. They need access to the same data – in a timely manner – to make business decisions. For example, supply chain managers can ramp up coordination with suppliers when they’re armed with data on popular new products and dwindling inventory — and provide visibility to effectively fulfill orders. Data insights also reveal how well vendors, distributors, and store locations perform against each other and competitors.
Multi-channel Shopping Experience
Today, shoppers use an average of 7.6 different touchpoints to engage with brands. As shopping continues to stretch across multiple platforms, it’s crucial for retailers to be in sync across all the channels their customers use. From pricing and inventory to quality content, brands adapting to the multi-channel shopping experience are staying ahead of the competition.
So, it’s no surprise that Harvard Business Review’s report found that 55% of retail executives report that they plan to expand customer communications across channels at a greater frequency. These communications often include messaging about products, promotions, and other relevant information. By integrating different data points, with platforms like Commerce Cloud, ecommerce retailers can improve the customer experience through more personalized engagement across all channels and devices.
Improve your Ecommerce Experience
If you’re one of the 82% of retailers focused on improving the shopping experience, it’s imperative that you’re also focusing on improving your data strategy. With Salesforce Commerce Cloud, you have deep insight into your customers and their journey, empowering your brand to deliver personalized experiences with seamless transactions. Let us help connect your ecommerce business to your shoppers, exactly where they are.
Ready to improve your customer experience?