Retail Touch Points – 16 experts share their insights into top digital retail trends for 2019.
The saying goes that “What happens in Vegas, stays in Vegas.” By contrast, what happens in e-Commerce doesn’t stay within the digital sphere; increasingly, it affects virtually all segments of the retail industry.
The new world of retail is an intersection of digital and physical. An increasing number of e-Commerce pure play companies are seeing the real benefits of moving into the brick-and-mortar realm. But physical retail is getting a much needed update from the next frontiers of technology, featuring AI, voice commerce and visual recognition solutions.
Retailers and solution providers are working to adapt the store shopping experience to the reality that consumers are entering store aisles led by their smartphones. But when it’s time to expand operations beyond U.S. boundaries, companies are embracing e-Commerce, which has broken down borders, making global retailing a practical reality for retailers of all segments and sizes. And even though stores are still where the vast majority of transactions take place, it’s the rare shopper journey that doesn’t include at least one digital touch point.
BACK TO BASICS: HOW TO GET CUSTOMERS TO PURCHASE AGAIN
Jeffrey Neville, Senior Vice President and Practice Lead, BRP
It’s no secret that returning customers are better for your business than new customers. Studies have shown that a returning customer is less expensive to convert and has a higher average order value than a new customer.
However, the e-Commerce industry continues to focus mainly on the acquisition of new customers by adopting the latest technologies and marketing strategies. While this is necessary to remain competitive, there is simply no substitute for having loyal patrons.
Enhancing The Post-Purchase Experience
By crafting a post-purchase experience to minimize stress and maximize convenience, retailers make an investment in a sustained relationship with their customer. After a customer clicks “buy,” they enter a phase of uncertainty, where they are unsure whether their product will arrive on time or whether it will appear in one piece. Retailers who provide the right clues and reassurances can turn this period into a powerful moment of trust for the brand. Customers who shop without a sense of risk will feel more comfortable making repeat purchases in the future.
Read to full article to see Jeffrey’s suggested 8 best practices for optimizing the post-purchase experience.
Read Full Article: 2019 E-Commerce Outlook Guide