CHAPTER 3: Meet shoppers where they are.

Make your brand visible on the channels your customers frequent.

The average number of touchpoints consumers use to interact with brands is nine. To meet shoppers on the apps, sites and spaces they already frequent, retailers need to do the following.

Get a complete view of your customer.

Connected experiences matter. In fact, 76% of customers expect consistent interactions across departments. In order to provide a consistent experience no matter where customers interact, connect marketing, commerce and service channels. From a single platform, your teams get a 360-degree view of your customers. They can access valuable shopper information across touchpoints and use the data to deliver the most relevant and personalised experiences.

“The value of Customer 360 is really the fact that then you can build that relationship for decades to come …. That’s what we’re focused on, and that’s why Salesforce is a great partner.”

– Patrick Spence, CEO, Sonos

Bring your brand to shoppers on any platform.

No matter where or how often your shoppers interact with your brand, each experience needs to be consistent. Application programming interfaces connect third-party applications to your commerce platform so that you can ensure brand consistency across properties. This includes everything from your social media channels to messenger apps. As an example, if a shopper finds a festive recipe on your Pinterest board, they can click in to see associated products and go directly to your product pages to make a purchase.

Enable social commerce.

Social media traffic to ecommerce websites continues to climb, and 63% of customers say that obtaining goods and services changed in 2020. Platforms like Instagram and Facebook are transforming into virtual shopping centres. Consider offering your products on the social platforms that make the most sense for your brand. Style-conscious shoppers, for example, can use Instagram Shop to make a purchase without leaving the app. Or, a virtual event can drive people in-store to try the look in person.

Connect commerce and service.

With conversational commerce, shoppers engage and transact within various messaging channels, including Facebook Messenger and WhatsApp. Commerce and service instances connect so that agents access recent orders and shopper preferences. They double as associates and stylists by delivering personalised experiences and cross-selling and upselling additional items. To scale support, cross-train sales and service associates and mix in chatbots for common questions, automated messaging and live help. Provide prompts with festive-themed messaging to keep the conversation timely and relevant.

Prioritise mobile programs.

Mobile shopping has consistently peaked during the festive season over the last several years, with the greatest spikes occurring during Cyber Week, Christmas Eve and Christmas Day. In 2021, with the physical store back in action, we anticipate similar spikes – but with more intention.
“We have a personalised, customer-centric, mobile-first mindset. I believe that’s why we’ve been able to persevere – even during challenging times.”
– Donna Mull, CRM Director of Omni-channel, Rack Room Shoes
Mobile marketing programmes – augmented with apps, SMS and push notifications – make it easy for retailers to communicate and market to shoppers directly. Ensure your content is optimised for mobile – shoppers are quick to abandon low-performing mobile experiences. In fact, mobile had an 88% cart abandonment rate in Q3 2020. Be sure that your marketing and service channels are connected so that if a shopper responds back to a promotional message with a question about their order, an agent can easily resolve the case in the same message.
Mobile had an 88% cart abandonment rate in Q3 2020. “2020 Holiday Retail Insights,” Salesforce, January 2021.

Offer service across digital channels.

Customers embraced digital customer service options like online chat, video support and messenger apps by double digits in 2020. Digital customer service channels help service teams meet customer expectations for fast and flexible support. They also let companies save data from prior interactions and allow reps to manage multiple personalised interactions at once. This shift in customer service engagement means that organisations need to rethink their channel mix.
Discover the digital customer service channels every contact center needs in 2021.

Turn phone calls into connected service experiences.

Voice still holds the top spot as the most-used customer service channel. With Service Cloud Voice, voice becomes a digital channel. The cloud technology puts all the customer information on the agent’s screen and transcribes the call interaction so that agents don’t have to scribble notes. Service Cloud Voice can also trigger AI to surface relevant knowledge articles and next steps to help the agent reach a resolution faster while staying focused on the customer at the same time.

Next: Chapter 4: Digitise in-store customer engagement.

Bridge the physical and digital divide with personalised engagements.
See how to:
  • Empower shoppers to book in-store appointments
  • Give customers contactless checkout and return options
  • Enable store associates with the right tools and training

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