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The Bumps and Wrinkles Holding Up a Frictionless Shopping Experience for your Customers

You may already be conscious of the need to provide a friction-free customer experience to your consumers. You know this is crucial. You may have seen research from folks like Salesforce that shows, 84% of customers rating their shopping experience just as important as the quality of the products on the eCommerce store.

And you know whom to thank (or blame) for the importance of Customer Experience. You have likely read books like “The Convenience Revolution,” by Shep Hyken that talk about how the bar for Customer Experience (CX) has been raised in a market that has been disrupted by companies like Amazon and Uber.

But how does a frictionless shopping experience benefit online brands?

For some time now, millennials have demanded technologies that simplify their shopping experience. This trend extends to Generation Z, the next generation of retail customers. They want to transact fast and to reach their buying moment easily and intuitively.

What stops eCommerce brands from delivering a frictionless shopping experience?

 

Let us look at a few of the common bumps and wrinkles.

Consumers no longer seem to be tied to the brand channel, be it the online or brick-and-mortar store. Apart from brand stores, brand websites, and brand apps, consumers are also turning to third-party apps like Amazon, online properties of brand partners, marketplaces linked to digital wallets, and other innovative channels. As choices grow, consumer journeys are traversing channels to find the right product or service and close the purchase.

 

No matter which channel (or combination), here are 4 major challenges that can hamper your consumer’s shopping experience:

1.     Understanding customer wants

A Google and Ipsos study found that 64% of shoppers have purchased home electronics both in-store and online. Further, nearly 75% of in-store purchasers have searched online for their products/services before going to a store.

Brands cannot afford to lead each customer forward in the buying journey using the same strategy everywhere. They must leverage the strengths of each channel while underpinning the strategy to a strong core and consistent messaging. For instance, consumers now have easy access to services including 3-D product viewing, instant inventory checks, and price comparisons. Successful retailers need to understand what customers want and provide a consistent CX across all channels. For example, fashion retailer, Sephora is transforming CX by offering augmented reality that allows its shoppers to try out its various fashion products on their smartphones like they would have done in-store. Other brands are making it easy for consumers to research online and complete the purchase in-store as an extension of the same journey.

2.     Creating a consistent shopping experience

Gillian Stein of Henry’s says, “one of our biggest challenges has been to create an online experience that is equivalent to what we have in our stores.”

Despite the healthy growth of eCommerce, 85% of retail purchases will continue to happen in physical stores. That’s why retail brands must continue to drive synergies between their online and offline channels. BOPIS, the Click-and-Collect facility, is now popular among shoppers. Creating a seamless experience for these shoppers represents a unique cross-sell opportunity for retail brands as many of these shoppers are willing to expand their shopping cart when they come to the store for their pickup. The onus on the retail brand is to know enough about the customer to be able to craft an irresistible customized offer to go with the purchase that has already been completed.

Today’s millennial generation is more comfortable with their smartphones tracking their physical location, thus suggesting a shift towards integration of their online and in-person shopping experience.

For example, Facebook’s Store Visits program allows retail advertisers to target potentially in-store customers with online advertisements showing the closest store locators.

3.     Adapting to changing customer behavior
With increasing touchpoints, consumers are using more channels on their way to a successful purchase. To maintain their competitive advantage, retailers must adapt to changing consumer behaviors by collecting vital data during their entire journey.

Talking about customers, Thierry Hay-Sabourin of Best Buy eCommerce says, “We don’t see any customer as in-store or online customer. They are just the customer.”

Long before making the purchase, physical store retailers need to capture customer interest from the start of their journey. This is because today’s brick-and-mortar retail consumers have decided where to shop even before they leave their homes. That is especially true for categories like grocery.

At the same time, successful online retailers can adapt to changing customer purchase behaviors using customer analytics tools that predict demand forecasts and improve operational efficiency. For example, Starbucks is known for elevating its in-store customer experience by leveraging technology and innovation and customer analytics forms the foundation of what they do.

4.     Unifying customer engagement channels

According to Gartner, 50% of the retail brands will fail to unify customer engagement channels by the end of 2022. Gartner’s principal analyst, Matt Moorut talks about the need for a frictionless omnichannel experience that will allow organizations “to not only provide customers with more purchasing options but the ability to switch engagement channels in the event of any disruption.”

A unified omnichannel experience is fundamental to a seamless CX where each channel is communicating with other channels. Be it through social networking platforms or customer call centers, brands must send out a consistent message to channel-switching consumers.

U.K-based retail brand, Oasis is among the success stories in providing a unified shopping experience – through multiple customer touchpoints, order fulfillment options, and easy product returns.

Conclusion

With the availability and accessibility of multiple channels, retail consumers are now looking for a seamless and consistent shopping experience from brands. Be it through online or in-store purchases, retailers must look to create a unified CX to garner customer loyalty in today’s changing retail market. Ignitiv enables retailers to move from eCommerce to unified commerce. Transform your online business by creating an exceptional shopping experience? Get in touch with us today.

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author: Name of Author     Date:Jun 2,2021

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Ignitiv, a leading eCommerce agency is proud to announce the addition of a new customer, United Hardware. Ignitiv will deliver to United Hardware, a state-of-the-art eCommerce solution powered by Kibo Commerce’s Unified Commerce platform. United Hardware aims to use eCommerce as a driver for, both, business growth and enhancement of customer experience. Once live in Q3 2021, the site will allow customers to get rich product information, check for availability in nearby stores and buy online to pick up in stores. Store managers will also get the flexibility to communicate their offers and promotions.

Doug Audette, CEO of United Hardware, said, “Building a modern personalized eCommerce site is a strategic push to enable our dealer stores to present a better omni-channel experience for our customers”.

Rajib Das, CEO of Ignitiv, added, “With our home improvement industry eCommerce solution built on Kibo, we are delivering, within budget and time the solution that enables United Hardware to execute on growth and customer experience”.

United Hardware Distributing Co. is a dealer-owned corporation based in Plymouth, Minnesota which provides distribution services for about 610 member-owned stores operating under the Hardware Hank trade name.

#unitedhardware #ecommerce #leadtheexperienceeconomy #ignitiv #kibocommerce

 

United Hardware to fuel eCommerce growth with Ignitiv and Kibo

Ignitiv, a leading eCommerce agency is proud to announce the addition of a new customer, United Hardware. Ignitiv will deliver to United Hardware, a state-of-the-art eCommerce solution powered by Kibo Commerce’s Unified Commerce platform. United Hardware aims to use eCommerce as a driver for, both, business growth and enhancement of customer experience. Once live in Q3 2021, the site will allow customers to get rich product information, check for availability in nearby stores and buy online to pick up in stores. Store managers will also get the flexibility to communicate their offers and promotions.

Doug Audette, CEO of United Hardware, said, “Building a modern personalized eCommerce site is a strategic push to enable our dealer stores to present a better omni-channel experience for our customers”.

Rajib Das, CEO of Ignitiv, added, “With our home improvement industry eCommerce solution built on Kibo, we are delivering, within budget and time the solution that enables United Hardware to execute on growth and customer experience”.

United Hardware Distributing Co. is a dealer-owned corporation based in Plymouth, Minnesota which provides distribution services for about 610 member-owned stores operating under the Hardware Hank trade name.

#unitedhardware #ecommerce #leadtheexperienceeconomy #ignitiv #kibocommerce

 

Coastal Construction Products Partners With Ignitiv and Kibo to Jumpstart eCommerce Growth

“With this solution, we want to establish and sustain digital leadership in the construction industry." - Tim Lavinder, Director of Digital Strategy at Coastal

CUPERTINO, CALIFORNIA, US, May 28, 2021 /EINPresswire.com/ -- Ignitiv, a leading eCommerce agency, and Kibo, the leader in unified commerce, are announcing that Coastal Construction Products has selected Ignitiv and Kibo to jumpstart their B2B Commerce growth with Kibo’s Unified Commerce Platform. Coastal’s B2B Commerce solution will combine unified omnichannel B2C-like experiences with streamlined B2B processes. Coastal’s business customers will get personalized product information, rich associated content, real-time inventory updates, customer and job-specific pricing, and the ability to order quickly and in a streamlined manner – all leading to a superior experience.

Coastal will also benefit from a seamless integration between Kibo and Prophet21 ERP software using SimpleApps’ REST API.

Tim Lavinder, Director of Digital Strategy at Coastal, said, “With this solution, we want to establish and sustain digital leadership in the construction industry. Our goal is simple - deliver real and unique value to our customers through a tool that puts their needs first.”

“Coastal’s strategy to create unified ecommerce experiences for their customers is the best way forward in our omnichannel world, continually improving performance and process at across every customer touchpoint. We’re excited to partner with Ignitiv and Coastal as part of their integrated, data-driven approach,” said Brian Wilson, COO, Kibo.

“Great mobile-first design that optimizes the customer journey, a platform that combines Commerce, Order Management and Personalization, and comprehensive integration to ERP are the three levers we are using to build a platform for growth for Coastal Construction Products,” said Rajib Das, CEO of Ignitiv.

Coastal Construction Products is one of the largest independent distributors of caulking and sealants, waterproofing, concrete repair, and fire protection products in the United States. With roots going back 40 years, Coastal Construction Products has worked with its construction industry customers across the Southeast and the Caribbean, assisting them with quality materials and support.

About Ignitiv
Ignitiv is a full service agency that combines strategy, digital marketing, technology and customer analytics expertise to help craft integrated digital experiences that deliver more customers, more revenues and more profitability. Ignitv is the partner of choice for Home Hardware, Canada Post, United Hardware and Bi-Mart.

About Kibo Commerce

Kibo is the only extensible, unified commerce platform that delivers personalized, omnichannel experiences. The platform combines AI-driven personalization from industry leaders Monetate and Certona, omnichannel commerce for B2C and B2B models, enterprise-grade order management, and AI-driven point of sale. Global clients like Office Depot, Taco Bell, and Patagonia rely on Kibo's API-first, microservices-based architecture to support a wide range of commerce strategies, including headless commerce, that meet high growth goals and customer expectations at a manageable cost of ownership.

#ignitiv #leadtheexperienceeconomy #coastalconstruction #ecommerce #kibocommerce #unifiedcommerceplatform #prophet21