In just three short weeks, shoppers will begin the process of buying gifts for the holiday season. Unlike years past where many stood in line to buy their gifts, this year’s process will happen online.
More than ever, consumers are taking charge of their own shopping experiences by using various channels to help them get the right information to make choices. They expect services, values and experiences consistent across channels, whether it’s online or at a physical store. For marketing and information technology individuals, this presents the unique of challenge of creating a revenue-driven buying experience.
Here are some tips on how to create such channels:
- Leverage Customer Emotion: It’s an open secret that people often buy based on emotion and then justify afterwards with logic. To appeal to both logic and emotion, a merchandiser needs to understand when the person is in which state. In developing the buyer’s journey, organizations must develop personal approaches through both perception as well as trust.
- Personalize Experiences: Shoppers expect a personalized service, a guided shopping experience, the choice to browse a broader variety of merchandise and the flexibility to order anytime and anywhere in a smooth manner. Even after the purchase, it’s important to stay in contact through email, social, and mobile means.
- Provide Easy Customer Service: Not only will organizations be making numerous purchases this holiday season, but many will also be returning their wares. After-service, or returns, also form a critical part of reinforcing an emotional appeal. Customers expect the convenience of a product swap, straight refund or credit reusable across channels and touch points.
These ubiquitous technological advances, combined with the constant pressure on margins, are forcing a pace of change that is overwhelming for many retailers. With some of these best practices in mind, you too can succeed this holiday season.
Are you exploring how to make the most of this holiday season? Learn how our IBM expertise can help you take your shopping experiences to the next level at firstname.lastname@example.org