Customer Experience Management with Omni-Channel Retail

The concept of digital information, which was not included in the dictionaries 30 years ago, has become a huge structure growing exponentially at an incredible pace. Generations Y and Z grew up in this digital environment and they practice it as a part of their daily lives. Obviously, in order to survive in this era, it is necessary to consider what brands should and should not do.

Perhaps the only thing that the online world cannot offer is the physical interaction between the consumer and the product. Brick and mortar retail is a channel where conventional shopping is still dominant. From the customer perspective, imagine a physical location that offers opportunities such as face-to-face conversation, returning the product, or immediate solution of a problem. In this respect, there is a long way to go for online customer services. However, according to the results of all recent surveys, field surveys, and consumer expectation studies, majority of customers are in favor of an integrated operation of online and offline channels. In other words, customers desire the same service quality and shopping experience regardless of the channel.

However, according to the results of the same studies, it is not easy to attain a certain standard in inter-channel services and experiences. Customers’ expectation is a retailer who keeps promises, is reliable and consistent in statements, and fulfills promises. More importantly, no matter where or when, they expect to live the same experience while interacting with the brand.

Channel of the Future: Omni-Channel

In Western Europe and the US, almost everyone has a connected smartphone. The world has already been filled by brand-addict consumers. This is a group of people that buys anywhere and anytime and is willing to pay to get what they want. For this reason, retailers cannot afford offering a lower level of brand experience, fewer rewardr, and less sensitivity to these customers. By definition, omni-channel is the blend of all the diverse channels, offering the same statements and promises and aiming to ensure the same shopping experience to its customers. This means all channels such as stores, web, mobile, television, and social media, where the brand can interact with the customer, are run in line.

The global research company Forrester predicts that future consumers will only prefer customer-focused retailers that provide content, products and services, offering them appropriate and consistent personalized services. In the digital world, experience such as more attractive and customized content, location and sales offers will be available for customers. All devices, tools and products will be in synch, people will be able to move independently between devices and channels without any problems. In summary, the ability to visualize information will be the key to success for retailers.

Although this digital integration process is still in its early stages, global retail giants are among the fastest adopters. Offering free style and make-up services via video conferencing to customers who buy cosmetics online has become one of the first steps in carrying the customer experience to the digital environment. With a photo contest where customers can share their make-up skills, the process has brought brand interaction of the customer to the peak point.

In summary, if all your channels run coherently, connected and in harmony with each other, interaction of customers with the brand is higher. There is no doubt that better experience with more interaction will pave the way for more satisfied customers and higher revenues. With the solutions offered within PayFlex Loyalty applications, it is possible to generate customer experience and manage customer processes in the digital environment.