Earlier this month we attended the Nottingham Digital Summit: the largest digital event in the Midlands, covering everything from PPC to SEO, with everything digital in-between.
One of our favourite items on the agenda was delivered by Susan Hallam, CEO at Hallam, a leading digital agency based in Nottingham. In her session, ‘Marketing in a Digital World’, Susan argued that convenience is the new loyalty. Maintaining Steve Jobs’ belief that retailers should “start with customer experience and work backwards”, she explained that customers respond more positively to how technology aids and delivers their customer experience, rather than being affiliated – or loyal – to any one particular brand. So, with this in mind, how can retailers build on this concept and deliver the results that actually help convenience?
Thinking about the wider experience that retailers are offering to their customers means an understanding of the ways in which modern retail is evolving. Advances in technology have meant that retail has changed hugely from that of even five or ten years ago, with around 7 in 10 people now using contactless technology to make payments, with one study finding that 96% of customers consider that a retailer having “fast delivery” means that they offer same-day delivery. Our expectations of convenience as customers have changed to mean a certain standard level of expectations, raising the bar for retailers to exceed.
The lines of convenience and immediacy are becoming ever hazy. Whilst fast-fashion e-tailer, I Saw It First, has launched a click and collect service to coincide with its sponsorship of ITV2 reality show Love Island, it decided to push its convenience offering one step further. Along with an additional delivery service, viewers are able to shop contestants’ looks directly through the programme’s app, which features every product worn from I Saw It First throughout the show, thus blurring the lines between entertainment technology and retail technology. Customers don’t even have to search for their products; similarly to shopping on Instagram, they can just view the product they like in the very moment that they liked it and are just a couple of clicks away from making a purchase – all before the next TV ad break.
Call off the search
However, one of the key ways to make the customer experience as straight-forward as possible is to ensure your products are easily visible – and we don’t mean having to sponsor Love Island to gain access to their app. Recent studies have found that 70% of shoppers will never click beyond the first page of search results on Amazon, with 35% of people clicking on the first product featured on the search page. With this in mind, retailers must ensure that their product content is data-rich, delivering as much detail as possible, with a measured use of keywords to aid SEO. Using our OMIO PIM software eradicates the chance of a product being released to the market without key information, whilst also eliminating the opportunity for product duplication – something that search engines hate, increasing the chance of your search engine visibility being negatively impacted. Along with this, OMIO PIM’s established connectors mean that entering new markets couldn’t be easier, ensuring that customers can shop your product easily – as products in multiple marketplaces will always be easier to find. Whatever your payment or delivery options, it is rich product information that will always aid the customer experience, delivering a positive experience for both customer and retailer alike, as consumers are able to find the details that they need, wherever they want to view it.