In the first installment of our pain point series, we discussed how our recent focus group revealed that all brands—from high-end luxury to everyday commodity—share in the respect they have for their customers, and strive to reflect that level of respect through the online experience.
One voice in the focus group, basing his experience on in-house analysis, stated that multichannel customers—shoppers who cross the brand both in store and online—are simply more loyal customers. Those who engage with a retailer’s brand across devices and in multiple capacities, he maintained, are ultimately longer-term, more valuable customers, as they offer more context for retailers to use to enhance the online journey.
So, how do we nurture these important relationships?
The best way, according to Retail Touch Points, is for retailers to learn from the successes they’ve realized in-store, and extend them digitally to close the gap between brick and click.