What do customers want? Whatever you sell, however you sell it, the focus on providing the best customer experience – and anticipating their needs – is the silver bullet to thriving in the current retail environment.
Looking at successful retailers, the one thing they have in common is an attitude towards their customers that makes them feel valued. The best way that this is achieved is through making the customer feel as if they are not simply a faceless consumer, but someone who is noticed and valued. But how can retailers achieve successfully achieve this complex task?
How Can a Retailer Make a Customer Feel As If They Matter?
Around 100 years ago, a customer could walk into a department store, or a local retailer, and they might be recognised and greeted by their name. They might even be served by the same sales assistant, who knew what they had purchased previously, with an encyclopaedic knowledge of the products they were selling.
The modern retail environment might have evolved to offer new ways of connecting with customers, regardless of geography, but the same principles apply. Essentially, a customer wants a personalised and unique approach to the way they are taken on a buying journey. In the pre-digital retail era, this may have been the status quo, but whilst methods of trading may have shifted and altered, customers mindsets largely have not. The way in which customers are dealt with online is equally as important as the way they would be in-store. Customer Experience Management is critical in ensuring that expectations are met and exceeded at all touchpoints and, crucially, across all marketplaces.
Why Does Customer Experience Management Matter?
As the old adage goes, “there’s no such thing as bad PR”. However, in a world where negative comments, tweets or posts can be seen and shared by thousands of people, it’s questionable if this still rings true. Customers who have encountered a bad customer experience can share this experience far wider than simply to friends and family, never returning to buy from that brand again. It’s perhaps even worse when customers don’t outwardly complain, as a retailer can’t even learn from the feedback and make suitable changes. On the other hand, a great online customer experience also has the benefit of potentially being lucrative; brands can increase their brand awareness and loyalty through improving a customer’s perception of the value in their product and the overall brand experience.
How Can a Personalised Customer Experience Be Created?
The best way that retailers can hone and refine how their brands are communicating with customers is through product content management. Using a system like OMIO PIM means that, rather than working on multiple spreadsheets for multiple channels, product data is entered through a single port of entry, before copywriting teams have the opportunity to specifically tweak and adapt product descriptions, information and attributes – such as photos, videos, fabric content, washing instructions, what else to wear the item with – for a specific, desired digital channel.
This helps to help give the consumer as much detail as possible, in the tone and manner that that particular audience want to be communicated with, meaning that whether you want to sell your content through John Lewis, Amazon or ASOS, the audience’s customer experience is positive and seamless.
Just like the sales assistant helping customers 100 years ago, OMIO PIM helps you to share your knowledge and experience of your products with a wider audience, helping customers to make informed decisions and successful sales – ultimately through a positive customer experience.