How Customers Want to Engage with Retail Brands
How to engage customers in retail - 5 Best Methods 1. Co-creation. Co-creation refers to the collaborative effort of brand and customer to create new value. This often 2. Loyalty programs. The concept of loyalty programs has evolved massively over the years, especially when looking at 3. Sep 10, †Ј Customer engagement in retail refers to the total sum of interactions or touchpoints between a company and a customer (or prospective customer). Engagements can take place through both online or offline victorsfc.comted Reading Time: 10 mins.
In theory, customer engagement is simple: It refers to the various ways a retail brand interacts with current and prospective customers, both in person and online. You see, the modern retail customer engagement landscape spans a seemingly endless number of channels, both traditional how to engage customers in retail digital. In this brave new world, customers are quick to adopt the latest retail trends and technologies and just as quick to abandon them Ч in some cases, even before brands have had the chance to get on the bandwagon.
Add to this the fact that the ongoing COVID pandemic has created new obstacles to customer engagement and led some consumers to question their brand loyalty. But did you know that repeat customers are some of the most profitable for CPG retailers across the board? Customer engagement. Consumers are more likely to be loyal to brands when they feel a strong emotional connection; the only way to form such a bond is through repeated interactions, typically across multiple channels.
Once a brand has initiated multiple interactions with a customer, established a meaningful relationship with them, and earned their loyalty, the more likely that customer will be to voluntarily engage with that brand and even recommend it to their friends and family. In that sense, customer engagement feeds into customer loyalty, and vice versa. Interested in refreshing your customer engagement strategy but not sure where to begin?
Here are some ideas to help you get started. The fact of the matter is that consumers engage with more channels than ever before Ч including brick-and-mortar stores, online catalogs, social media platforms, and more Ч and they expect a personalized experience across each one.
For example, if a customer were using your eCommerce platform to shop and placed a pair of pants in their virtual shopping cart, you might also show them an automatically generated recommendation for a particular shirt that is frequently purchased with those pants. Your omnichannel retail strategy should also extend to customer service, which remains a pivotal component of customer engagement.
Offer your customers a multitude of different ways to request and receive service Ч such as submitting a ticket, calling a support line, or direct messaging a branded social media account for the former, and talking to a how to catch kittens without a trap agent, interacting with a chatbot, and looking up information in a knowledge base for the latter. The most important thing to keep in mind when developing an omnichannel is that you need to deliver a high touch, consistent experience, regardless of which channel your customers use to shop.
Or is fun and whimsical like Disney? Put simply, what topics are they interested in, and what do they care about? The worst mistake a retailer can make is to assume that simply advertising their products is enough to generate consumer interest.
Instead, the modern consumer expects brands to share content that appeals to their interests, ask questions, and initiate conversations Ч you know, engage with their audience in much the same way an individual person might. The more connected a customer feels to a brand, the more likely they are to be loyal to that brand and recommend it to friends. Therefore, if your customers care about sustainability, you might consider sharing information about different eco-friendly initiatives your brand supports.
If your customers want to stay current with the how much do sesame street actors make trends, you might partner with a popular influencer within your how to engage customers in retail to promote products.
Finally Ч but perhaps most important Ч listen to your customers. Your customers have opinions and are willing to share them, so be sure to capitalize on this opportunity every chance you get, either by soliciting feedback in the form of surveys how to run a country store polls or instructing service agents to engage with customers one-on-one.
Speaking of which Е. Social media has indisputably transformed the retail landscape, affecting everything from how brands choose to market to consumers to how consumers choose to engage with brands. Research indicates that social media users spend an average of 2 hours and 24 minutes per day across an average of eight social networks and messaging apps. With so many networks to choose from Ч each with its own unique cadence and audience Ч it can be overwhelming for retailers to cover all of your bases.
Think for a minute about your ideal customer. What age group do they fall in? What are their interests? What are their influences? Your ideal customer is typically interested in pop culture and social issues, follows major influencers, and enjoys sharing the latest fashion trends with their friends in a visual format.
Based on that what colour is grover in sesame street alone, you can pretty safely assume that your target audience can be found on platforms such as Instagram and TikTok and build your social media strategy accordingly.
By being selective about which social media networks you use to promote your brand and engage with customers, you not only save yourself unnecessary effort, but also increase the likelihood of reaching your desired audience.
This component of customer engagement is especially critical in the age of COVID, during which all consumer research and CPG shopping is done online. Consumers have more control now than ever before over what content they engage with, which is great for consumers, not so great for retailers.
People tend to be naturally wary of brands, which can make even the most carefully planned and executed strategies fall short of expectations. UGC is exactly what it sounds how to help oil spills content promoting a brand that is created by an unpaid contributor rather than the brand itself. UGC can come in a wide variety of formats, from text and audio to images and videos.
Best of all, though, it can turn your existing audience into brand advocates and win their loyalty for years to come. On the opposite end of the spectrum from UGC is consumers who actively want to disengage. That said, not every situation lends itself to completely opting out, especially in-store environments. One easy way to do this is to design your store layout in such a way that it keeps traffic flowing; another is to implement a self-checkout system.
As mentioned earlier, the modern consumer expects a personalized experience across all retail channels. One key way to meet Ч and even exceed Ч this expectation is with artificial intelligence AI. Retailers have access to a wealth of product, marketing, and customer data, which AI can use machine learning algorithms to analyze and generate targeted recommendations for everything, from which products customers are most likely to buy to which marketing campaigns are most likely to convert.
From a personalization perspective, AI has a wide variety of applications, including:. For an example of how retailers can leverage AI to deliver a more personalized customer experience, look no further than Stitch Fix.
Stitch Fix is an online personal styling service that uses machine learning algorithms and data scienceas well as the expertise of professional stylists, to deliver customers a monthly subscription box with items curated to their sartorial taste. The secret to Stitch Fix is its iterative approach: First-time subscribers take a style quiz and answer a series of questions about their preferences, budget, lifestyle, and so on; this information is used to build out a style profile.
Based on this profile, Stitch Fix stylists assemble a box with five items Ч including everything from outerwear to shoes to jewelry Ч that they think the subscriber will love, as well as style cards with recommendations on how to pair different items. Retailers have been testing out different ways to incorporate digital solutions into in-store shopping experiences Ч and vice versa Ч for years now.
Allow us to throw one last statistic your way: Inover two-thirds of companies reported that they are now competing on the basis of customer experience. That number has only climbed in the years since. In order to compete on customer experience, retailers must first compete on customer engagement Ч and in order to compete on customer engagement, you must first develop a data-driven strategy to support it.
Here at Hitachi Solutions, we specialize in delivering powerful, customer-centric solutions built on the Microsoft platform. From clienteling to store operations to merchandise management, each of our custom-built solutions presents data-driven opportunities increase customer engagement, enhance the customer experience, and earn customer loyalty. Reimagine retail with Hitachi Solutions; contact us today to get started. User Experience. What is Retail Customer Engagement?
In short, failing to increase your customer retention rate is equivalent to leaving money on the table. Speaking of which Е 3. Know Where Your Customers Go Social media has indisputably transformed the retail landscape, affecting everything from how brands choose to market to consumers to how consumers choose to engage with brands.
Give Customers the ReinsЕ Consumers have more control now than ever before over what content they engage with, which is great for consumers, not so great for retailers. UGC offers a wide range of benefits. It can: Actively promote customer engagement Leverage social media in clever and innovative ways Humanize your brand Make your brand appear more trustworthy Save valuable resources that would have been otherwise invested in creating content Best of all, though, it can turn your existing audience into brand advocates and win their loyalty for years to come.
Deliver Curated Experiences Using Artificial Intelligence As mentioned earlier, the modern consumer expects a personalized experience across all retail channels. Target customers with specific product offers, discounts, and coupons based on their browsing history or loyalty status. Develop marketing campaigns tailored to the specific interests of different customer segments and buyer personas. COVID has effectively created a new housebound economy and has drastically accelerated the growth of eCommerce.
This comes as something of a surprise given that SRM systems can help retailers update associate training programs, track key store performance metrics, implement customer engagement best practices, and so, so much more. Essentially, SRM technology streamlines business how to make a wooden steam engine on the back how to get a car in dayz standalone so that you can focus on providing a better overall experience to your customers.
Looking ahead, a key component of that experience will be creating a safe environment in which your customers feel comfortable shopping. To that end, an SRM system can do everything from detect how many people are in your store at how to engage customers in retail given time in order to maintain safe occupancy levels to monitor the flow of traffic in order to minimize person-to-person contact. With an SRM, retailers can deliver an in-store experience that both delights customers and offers them much-needed peace of mind.
Blend the Digital and how to get rid of chigers Physical Retailers have been testing out different ways to incorporate digital solutions into in-store shopping experiences Ч and vice versa Ч for years now. Similarly, virtual showrooms make it possible for retailers to showcase product virtually, without having to carry physical stock, and for consumers to visualize how larger, higher ticket items such as furniture might appear within their homes prior to purchase.
Contactless payment systems leverage radio-frequency identification technology, making it possible for customers to pay for goods without cards or cash ever having to change hands. Information Track.
Why Is Customer Engagement Crucial for Retail Businesses?
May 23, †Ј There are some standard best practices when it comes to customer engagement. For example, youТll want to be polite, professional, and in brand voice at all times. YouТll want to engage regularly, but not so much that you become annoying. These are basic, intuitive rules that almost any brand can pick up and victorsfc.comtion: Guest Contributor. 2 days ago†Ј 5 Ways to Leverage Tech to Boost Customer Engagement in Retail. nancyrubin April 22, April 22, The pandemic has drastically increased the interest in online sales, which has led to a major boost in ecommerce across the world. However, as lockdown and quarantine rules are slowly removed, with fewer restrictions to deal with, some. Sep 12, †Ј Engaging With Customers Online 1. Present your business culture and location. Study the things that are important to your company and the people that 2. Build an online community where customers can offer advice or post questions. For example, if you are a retailer of 3. Ask for customer 86%(7).
It has forced retail brands to rethink the way they conduct business overnight, shining a huge spotlight on improving customer experience.
Besides physical safety, another huge talking point of this year has been data privacy and security. Customers are well aware of possible cybersecurity and privacy risks and are extremely cautious when choosing who they do business with. Customers will engage with brands that ensure their physical and online safety. And the reason for this is simple. Chatbots can provide your business with several benefits like:. We also see a massive shift in how chatbots move from simple user-based queries to more advanced predictive analytics based real-time conversations.
Amazon is one such player who has laid out a great blueprint on how to increase customer engagement through hyper-personalization. Based on their historical and real-time interactions, shoppers can experience a personalized homepage, product recommendations, and check out page. Not only will it be used more widely, but the scope too will expand to deliver shoppers with hyper-personalized experiences at every stage of their journey.
And with all these changes, the customer experience delivered must remain personalized, consistent, and across platforms. This is where omnichannel marketing has come in. A robust omnichannel marketing strategy uses data to seamlessly integrate online and offline communication channels to provide a unified experience from the first to last point of contact. And the benefits are clear to see. One brand that successfully leveraged a holistic Omni-experience in was Decathlon.
They did this by empowering users to be autonomous in their purchase journey and eliminating any unnecessary physical interactions by adopting two omnichannel marketing strategies:. Your retail business needs to provide a personalized, unified, and high-quality customer experience from the first to last point of contact across all your channels. Augmented reality has provided a pathway for retailers to translate in-store visits into digital experiences.
Through their app IKEA place, customers can view 3-D renderings and how it looks in their room from different angles of over 2, products before reserving the ones they want. Augmented reality provides retailers with an avenue to convert in-store visits into digital experiences helping you save costs, expand your market, and boost customer engagement.
Video has been one of the biggest winners of Additionally, we see more and more retail businesses make videos central to their marketing strategies. Retailers are also redefining the online shopping experience with interactive shoppable videos.
They empower consumers to immediately purchase a product directly from the content with a few clicks without ever leaving the video. Another important area where we see the use of visual engagement is customer support.
For example, retailers use co-browsing for e-commerce customer support to help consumers find the products they want and thereby reduce cart abandonment. Retailers use video to build trust and engage customers through explainers, product demos, promos, and interactive shoppable videos.
You can also use visual engagement tools like co-browsing and video chat to guide customers in real-time.
These days customers pay close attention to what you stand for and how you do things besides selling them awesome products. Customers are looking to engage with brands that share the same values as them. And they want to know:.
One player that has always been at the forefront of championing environmental and social issues is Patagonia , the outdoor clothing brand. Customers care about your policies on diversity, sustainability, social and political issues. You should communicate what you stand for and be transparent about how you do things.
Companies leading the way in data-driven marketing are six times more likely than the competition to achieve a competitive advantage in increasing profitability. Retailers have an incredible amount of access to customer data. And you too should be using data to:. A classic example of a brand leveraging data to personalize campaigns to great effect was Topshop , the clothing retailer, during the London Fashion week in Digital billboards across the country showcased live content pulled from Twitter data and a curated collection of Topshop products based on what the fashion industry was tweeting about during the event.
Additionally, customers who tweeted Topshop with a specific trending hashtag like pleats, utility, etc. You can use the customer data you collect to guide product development, optimize your funnels, customize campaigns, and identify opportunities to personalize and improve customer experience.
Segment Predictive Segments Custom Segments. Search Result:. By Jayanth Padmakumar. Updated: 30 March Augmented reality will be used to deliver fully digital experiences Augmented reality has provided a pathway for retailers to translate in-store visits into digital experiences. Gather product information like reviews, pricing, color options, etc. Use Virtual trial and fitting rooms.
Additionally, AR provides retailers with the ability to: Overcome barriers of location Save costs on real estate, infrastructure, and other operational expenses. Visual engagement will be the norm Video has been one of the biggest winners of Brands that share the same values as their customers would be winners These days customers pay close attention to what you stand for and how you do things besides selling them awesome products.
And they want to know: If your practices are environmentally friendly Where you stand on social and political issues What you do to ensure employee safety and welfare What you do to promote and aid the causes you say you care about If your hiring policies and design practices are inclusive and promote diversity One player that has always been at the forefront of championing environmental and social issues is Patagonia , the outdoor clothing brand.
Retailers are leveraging data to personalize and guide their campaigns Companies leading the way in data-driven marketing are six times more likely than the competition to achieve a competitive advantage in increasing profitability. And you too should be using data to: Guide product development Improve customer experience Optimize sales and marketing funnels Customize campaigns with the right message at the right time Identify cross-selling opportunities and segments for targeted campaigns.