Experiential Commerce: Vision and Value for Unifying the Customer Experience

 


Buyer expectations are becoming more stringent. Although customer experience professionals work hard to meet these expectations, there is a point when they fall short. A fragmented, poorly integrated digital presence leaves customers confused and reduces revenue.

Marketers are trying to fix this problem by incorporating personal brand stories with transactional commerce. The web content management (WCM), and eCommerce platforms they use, must support their efforts, not hinder them. Unifying marketing and eCommerce teams is key to unified customer experience.

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Vision setting

Companies must rethink decades-old methods of going to market in order to shift from transactional to experiential commerce. First, recognize that the product/service is not the primary vehicle of value.

To unify customer experiences, here are some questions you should ask:

  • How can you make sure that your product lines are more consistent and provide a better customer experience?
  • How would it be to assess the cross-channel experience in terms of its contribution to revenue as a whole, instead of just one channel? This would result in greater customer cooperation.
  • How can operational efficiency, based on customer needs, also help sales and margins?
  • How can the combination of immersive content and visual engagement create better experiences that will lead to higher sales, repurchases, and customer loyalty?

Increasing traffic alone is not going to solve the problem of customer experience. It is important to connect the vision of customer shopping experiences with business objectives. This can be achieved by creating collaborative workflows between eCommerce and marketing teams. Your company will be able to stand out in customers' eyes by the vision you create.

Transformation requires three components

It is not possible to improve the customer experience based on transactional structures. This will not give you the competitive edge that allows you to differentiate. It is better to transform the experience. Three components will assist you in this endeavor: visual engagement, immersive content, and an incremental approach towards innovation.

Visual engagement

Visual engagement is an important component of any transformation. According to 92.6 percent, visuals are the most influential factor in influencing a purchase decision. The majority of people also evaluate products within 90 seconds after viewing them and make an initial decision about whether to buy.

This requirement cannot be met by a standard catalog that lacks contextual relevance. Visuals should clearly convey the product's quality and value and set expectations. Twenty-five% of customer returns are due to the product not being what they expected.

For customers to pay attention, design elements such as tabs, carousel views and slide shows are now a top priority.

Immersive content

Interesting to note is that 42 percent are "vague" customers. This group represents customers who require more information to make a purchase decision. Video is an integral part of experiential shopping. 57% of respondents say that they feel more confident when they view a video before purchasing and that they are less likely to return an item. They also recommend that they return the item more frequently and purchase more.

Traditional product catalogs are primarily focused on sales transactions and don't allow for personalized brand and product stories. Static and flat transactions will lead to higher abandonment rates, while dynamic and interactive digital experiences will generate more engagement.

The combination of marketing content with commerce can help to remove the uncertainty that causes shoppers to shop. Relevant content can also improve search engine rankings, which in turn leads to earned media traffic.

https://www.connectpos.com/why-pos-matters-to-food-drink-retailers/

https://www.connectpos.com/what-are-consumer-apps/

https://www.connectpos.com/mobile-commerce-trends-in-2020/

https://www.connectpos.com/popular-pos-hardware/

https://www.connectpos.com/secure-shopify-online-stores/

https://www.connectpos.com/knowledgebase/

https://www.connectpos.com/knowledgebase/close-a-shift/

Innovations that are incremental

Harley Manning, Vice President and Research director of Forrester's Customer Experience practice, stated that "...roughly half the attendees to Forrester’s customer experience forums in 2013 indicated that their organizations are currently in the first phase (repair) of the CX maturity path." Their top priority is, and will continue to be for the foreseeable future: fixing and finding broken experiences.

It is important to take the initiative to acquire the skills that will allow you to transform broken experiences as you work to fix them. You can make the transition by combining web content management (WCM), and eCommerce platforms that integrate to deliver rich media experiences for your customers. Forrester conducted a survey of channel strategists and eBusiness professionals to determine which technology platform investments are most important.

Customer experiences change constantly so an incremental approach that supports both the teams and helps them build the foundation for a long term customer strategy is a good choice to support this transformation. These three components are essential to bringing the vision of a united customer experience to life and delivering the business value.

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