Retailers Must Make Digital Customers a Priority
Retailers are warning of inevitable store closures and fewer store openings while others bemoan dips in holiday sales. These trends prove how retailers must stay relevant by offering intuitive digital experiences that guide customers to success and save them time along the way. As brick-and-mortar retailers scramble to remain current and successful in the digital age, businesses are realizing they cannot avoid or ignore their digital customers. In Mark Finch’s new article “Why Retailers Need to Think Digital to Stay in Business” featured in SME, goMoxie’s VP of Sales and EMEA explains how retailers must make the quality and success of customer experience a top priority.
Guide Customers to Success
Retailers have long allowed customers to struggle on their own. To make informed purchasing decisions, customers dig through piles of information and seek help without success. The result? Low conversion rates, high abandonment, and an overall lack of customer satisfaction. By anticipating customer needs and offering useful information, retailers can drive sales and increase brand loyalty. In his article, Finch advises retailers to smooth the customer’s path to purchase by answering questions and providing support before the customer even realizes they need help.
Transfer Brick-and-Mortar Skills to the Digital World
Mark Finch recommends that digital companies follow the brick-and-mortar model to proactively offer information customers need to make a purchase. In-store retail associates know how to guide customers to make a purchase. Rather than waiting for customers to give up, associates are able to read a customer and provide the right amount of assistance at critical times. This guidance is crucial online where it’s even more difficult to ask for help and easier to simply abandon the site.
All Businesses Should Make the Digital Transformation
Many businesses have invested in websites, but without leveraging guided digital experiences, companies risk fading into digital irrelevance. Insurance, banks, and travel businesses can benefit from applying the best customer service practices of their in-store associates.
Businesses must follow their customers’ digital journey and understand their struggles and pain points. Remedying these challenges with useful guidance and clear digital interactions will not only improve customer satisfaction, but it will also increase conversion rates and enhance brand loyalty. Companies that meet and exceed consumer expectations will thrive in this new, digital world of business.