Retail continues to change at a dramatic pace as consumers continue to embrace digital technologies and raise their expectations. Many retailers begin to wonder, what is the future of retail. This article from The Guardian suggests that the future is omni-channel — “a mix of all the different ways people like to shop, blended together but all saying the same things.” This means in-store, on the web, through mobile, TV and social media.” According to a survey cited in this article, 60% of respondents expect converged retail channels to be the norm by 2014. But more than half of shoppers saythat most retailers lack consistency in the way they present themselves across channels.
We see a rise in consumer power — the power to choose where, when and how they want to shop. They may visit your store to check out the product, research the product online via their mobile while still in-store and make the purchase online. Your customers need to be able to make a purchase at any of these touchpoints at any given point in time. Whatever channel they choose to interact with you on, they are looking for a seamless and personalized experience.
If you want to build a successful brand, you need to stay ahead of the curve and thrive to create a seamless experience that allows your customers to start their journey with you on one channel and finish it on another. The Multi-Channel Experience Management process involves the development and understanding of the current customer journey and where during the customer experience the real moments of truth happen for the customer that frames their opinion. Understanding how the customer views their journey is critical to ensuring the best experiences occurs at each stage that builds loyalty and foster advocacy.
Are you ready to create a frictionless customer journey for your customers? Visit the Multi-Channel Experience Management section.