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Why Meeting Your Customer’s Demands for Efficiency Takes a Multi-Channel Approach

Why Meeting Your Customer’s Demands for Efficiency Takes a Multi-Channel Approach

Efficient experiences are key to consumers, whether they are in the checkout line, troubleshooting problems, or looking for recommendations. To keep up with your customer’s demands for efficiency, you’ll need to collect a large amount of data. Luckily, nearly 67 percent of customers are willing to share more data with companies so they can experience benefits like a personalized, more efficient shopping experience.

Meet your customer’s need by increasing your efficiency across all of your communication channels, including:

  • In your brick-and-mortar store. Speed up how your customers make purchases in store by offering frictionless or mobile payment options, such as Apple Pay, Android Pay or payment through an app. You can also use visible light communications (VLC) to understand when your customer is in your store and which store they are in. Based on VLC data, you can make recommendations about what to purchase based on their history or let them know where certain items are in that specific store, speeding up their shopping times. According to one survey, 82 percent of shoppers welcome these in-store personalized communications.
  • On your website. Your website should be a hub of efficiency. Besides fast-loading, easy-to-navigate pages, your website should provide a variety of services meant to speed up the time it takes to shop online.
    • Based on items in their cart, customers want recommendations of what else they should buy, giving you an opportunity to upsell and cross-sell. For instance, if customers have a grill in their cart, they might also need charcoal. By automatically suggesting they buy this item, you save the customer time of searching your website again.
    • Click and collect options allow customers to buy products online and simply pick them up in store. This option saves them the time of both searching in store and waiting for their item to ship.
    • Fifty-nine percent of customers say they want an individualized experience online when they are making purchasing decisions. You can achieve this through your email marketing, ensuring customers only receive information about the products and services in which they have shown interest in the past. You can also assist them individually by providing quick, helpful responses to their questions or comments on your social media channels.
  • On your customer’s smartphones. As mentioned before, you can help customers save time by accepting mobile payment options like GooglePay and Apple Pay. These options speed up the time it takes for your customer to check out by turning their phone into a payment device. You can also reach your customer through text messaging on their phone, sending them deals and offers tailored to their shopping habits.
  • Through your app. Your app can provide many services to your customer straight from their phone.
    • Some apps, such as the WalMart app, offer an all-in-one shopping experience. From purchasing items to using mobile
      payment, to finding discounts, the WalMart app takes care all customer needs.
    • Apps can also provide solutions to specific problems. Companion apps, like Target’s Cartwheel app, offer customers special discounts on specific items when they purchase in store. CaptureWhen they go to the checkout, the cashier simply scans a digital code. This action applies all the Cartwheel discounts that the customer wanted to their purchase.
    • Other apps allow you to browse and purchase items straight from your phone. The Panera app allows people to order food from their table, without going to the register. They simply find a seat, order and pay on their smartphone and wait for their meal to arrive. This app saves the time of waiting in line so customers can eat quickly and get back to their busy schedules.

From your Facebook page to your mobile app, every channel you use to connect with customers can be designed to make their experience more efficient and personalized. By focusing on data-driven efficiency, you can help your customers have a more enjoyable shopping experience that will bring them back to your stores or website time and time again.