It is a well-known fact that purchases happen even before a customer enters a store. Brands that are not able to keep their customers until the end are likely to question the reason why they did not complete their purchase. There could be many reasons for this. The outcome of the whole conversation is what the brand could do to increase footfall on the website that leads to more conversions and better relationships with potential customers, as an extension of the in-store retail brand experience.
As they move through the website or the experience center, they drop-in things they like and wish to purchase. Which, with the expansion of technology is not restricted to the digital space. They can engage with different sects of the brand. Both online and offline presence.
So, how can the brand, lead the customer in the store or the e-commerce store, improve the customer experience and develop meaningful relationships with its customers while also converting and growing using these as touchpoints?
CONVENIENCE
Reality itself is changing through technical intervention. And it is expanding to include everything from macro market trends to personalized retail experience. However, in addition to the retail store experience, digital design treatment will aid in the smoothing and expediting of customer-brand interactions. Brands are already jumping D2C to surpass the online stores and persuade customers to try and buy while visiting the retail stores.
And with so much information available for the customer there is a growing need for transparency in the brand-customer bond. The way brands see their customers has changed as a result of automation; having so much data available has allowed brands to learn more about their customers, deliver better solutions, and develop better, long-term connections with them.
TRENDS AND SENSIBILITIES
Now, it might not be as obvious as the design aspects influencing the customer experience. But trends or lack thereof influence how the customer interacts with the brand. Much of the effectiveness of the brand-customer depends upon the customer’s perception. And thus, the customer needs to be reflected in the brand strategies. The best way to ensure that the customer has the best experience is to make sure that the customer sees the brand as alive and caring for relevant trends and social sensibilities.
BE INTUITIVE
Intuitive user experience refers to a user-friendly environment in which a user can find what they're looking for without becoming lost, confused, or needing outside help. But taking that one step further. The customer needs to be looked after.
Thus, the next level of evolution of digital strategy for in-store experience, customer experience becomes providing the customer with already optimized choices in regards to their unique problems. If the customer feels that the brand cares. Nothing else would inspire greater brand loyalty. All accomplished through careful implementation of artificial intelligence and market research, coming together to form the optimized customer experience.
ACCESSIBILITY
The customer base is often considered a singular entity. But for a growing brand, the term requires a more nuanced approach. And as the brand dwells deeper. The customer base and customer become the same thing. The customer base of one. And thus, it is that customer base that the brand needs to focus on. That brings us an often overlooked aspect of customer experience.
Thus, the brand needs to be accommodating regarding the customer base that requires extra provisions for a favorable experience and with the development of AI and smart speech technology. The brand needs to establish itself as a force that can be relied upon.
The connection that a brand has with its customers is not a one-time thing. Brand loyalty builds through interaction. It is important that the presence of the brand in the market reflects the brand value. Every interaction including the customer online experience feeds into what gains the brand the necessary edge to dominate the market.