Whether it be online or offline: customers want lasting shopping experiences across all channels. If retailers do not want to miss opportunities, they must use all channels skillfully and link them together. As a result, retailers can present themselves attractively to consumers at all touchpoints. Throughout the customer journey, they have access to a comprehensive range of solutions.
Increasing customer satisfaction thanks to an end-to-end customer journey
Throughout the shopping experience, retailers must skillfully manage the full spectrum of online and offline channels in order to allow an individual journey for each customer. The classic customer journey can be divided into five phases:
- After sales
T-Systems offers relevant solutions for each step in order to pave the way for an end-to-end customer journey in store.
Phase 1: raising awareness
In order to lure the customer into the store at the beginning of the customer journey and focus their attention on specific offers, retailers can use so-called proximity marketing measures. This involves sending information to smartphone apps used by nearby customers in order to maximize customer engagement and allows the desired group of purchasers to be targeted individually with up-to-date information. “Beacon” technology is frequently used here. Using this technology, retailers can send content with a local focus to a customer’s smartphone app via Bluetooth transmitters spread in and in front of a store. Customers can be given information about products and special offers, guided around the store or offered opportunities for cashless payment. As a result, the retailer can not only offer better customer service but also obtain detailed information regarding shopping habits by analyzing the data collected.
Digital signage solutions are another opportunity for retailers to share information and communicate with customers. Centrally managed, they allow the presentation of up-to-date special offers, advertising messages or prices. As a result, retailers can apply a holistic customer approach in a very short time.
Phase 2: Choice – facilitating purchasing decisions
Once a retailer has attracted the customers’ attention with optimum advertising and attractive special offers, the next step involves triggering a purchase and completing the transaction. For example, findbox helps customers to quickly find a product they have identified in the store, thus saving store workers’ time – according to the motto “recognizing, searching, finding”. The time saved can then be used for detailed customer consultation, for example with the help of Shoplet, a digital platform for competent customer advice. With the innovative tablet app, customers can view various special offers and their features in order to compare them in a transparent manner. In the end, the customers are given a selection of products which are tailored specifically to their needs.
Phase 3: Completing the transaction
If customers know exactly what they want, all that remains is to complete the transaction quickly and easily. The customer journey then leads to the checkout where customers can use their smartphone to pay contactless, quickly and easily with mobile payment rather than having to stand in a long queue. Alternatively, they can settle the bill via their sales assistant’s mobile till.
Digital Customer Journey
Digital touch points during the entire customer journey allow retailers to make contact with customers via all channels.
Phase 4 and 5: delivery and after sales – after the purchase
Even after retailers have sold customers their chosen product, the customer journey is not over. Delivering goods straight to customers’ homes is good customer service. Digital solutions such as the Digital Key which allows customers to authenticate themselves at a collection box using a smartphone are particularly convenient and secure. With mobile couponing, retailers can increase customer loyalty through social media and invite customers to visit a store with special offers.
Additional offers via all channels
Retailers who use omni-channel commerce can provide attractive offers for customers with a particular affinity for the Internet. This strategy aims to reach customers via various sales channels (stationary, mobile and online) in the best and most consistent way possible using “Click & Collect“ (picking up goods ordered online in store), online availability checks or return-to-store concepts. In the process, customers are targeted online in order to lure them into stationary stores.