Your customer journey: how to make the online customer experience easier?
Since digitalisation and the customer experience are a major topic for brands, it is important for them to be well equipped so that they can offer the best possible service to their customers.
Whether in store or online, consumers’ needs and expectations are continuously evolving and brands are constantly trying to catch up with their demands. When a customer arrives on an e-shop, the purchasing process has already begun. Whether it came through the idea of buying an item or scrolling through instagram, each of these cumulative actions is part of the overall post-purchase process.
Since satisfying customers’ needs is a brand’s main mission, it is imperative for them to implement certain actions to meet their needs.
Reassuring purchasing experience to obtain the customer’s confidence
Nowadays, consumers are increasingly turning to online shopping to buy their clothes and shoes. To be able to offer a better digital experience, brands must adapt to their customers by offering them the right service and an engaging shopping experience.
Customers who prefer online shopping are looking for several things: to save time during their purchasing experience, an online service that matches the service they usually receive in store and availability in terms of stock.
And so brands find themselves asking: how do we satisfy our « digital » customers?
First, it is essential to have the right stock available, while offering a wide range of products to customers.
Second, it is necessary to ensure that the size guides are as accurate as possible so that clients know exactly which size they need. But that’s not all. Equipping oneself with virtual changing rooms or size recommendation tools, will guide the customer towards the best choice to make when purchasing your clothes and shoes online. This allows the customers to buy better on the their first try. This, in return, will allow: to increase customer satisfaction, optimize customer time and provide the customer with a quality digital experience. In addition, for brands, one of their main concerns could be addressed: customer returns.
Indeed, since returns can represent a waste of time but above all a financial loss, avoiding them or, in the worst case, limiting them would be a significant asset for e-merchants.
Become familiar with the new digital tools
A recent study shows that consumers generally prefer shopping in store, rather than buying online. That is because they believe they have a better in-store shopping experience than online. But that is not necessarily the case with millenials.. (LINK)
There are many digital tools today that help improve the customer online experience, such as: the one-click touch-up booking tools, click and collect services and size recommendation tools. They are all a necessity today when it comes to online sales. Not only do they help e-merchants satisfy their customers’ needs and expectations, but most importantly they help brands save costs. In addition, these technologies aim to make online sales easier, faster and more efficient, all while increasing conversion rates. Today, this type of tool is what will reduce the gap between in-store and online shopping experiences.
These solutions are indispensable for the short term and long term success of brands selling online today. And the best part? They are easy to implement on e-commerce sites.
Loyalty among your digital customers
Will a satisfied customer alone build loyalty today? Not really. A client may be satisfied with the services they have received, but may not necessarily return. To achieve loyalty, an important aspect is: building a brand image. The image is what is seen by the customer and will lead them to pass the purchase threshold. An engaging customer experience, sizing reassurance, and other innovative digital solutions, is what will guarantee brands’ customer loyalty.
Moreover, communication, advertising and innovation are elements directly developed by the brands to create enthusiasm and emotion. All unintentional elements, not directly produced by the brands, such as word of mouth, press coverage and other online content, will contribute to the image of brands.
To really build digital customer loyalty, it will be necessary not only to satisfy the customer, but also to have a good brand image. What do you think?