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In 2020, digital engagement reached a tipping point with an estimated 60% of interactions taking place online, compared to 42% last year. This finding comes from our fourth State of the Connected Customer report. The report also reveals that 58% of consumers expect to do more online shopping after the pandemic than before.
However, as customers' habits are changing, their standards are rising. They are also spoilt for choice as more retailers move online and accelerate their digital strategies.
Amidst this landscape, here are three ways that retailers can stand out from the pack and build brand loyalty:
Today’s customers turn to an average of nine channels to browse inventory, seek advice, and make purchases. This includes traditional channels like phone and email, as well as online chat and messaging apps.
Customers are also tuning into livestreams to discover and learn about products. Popularised in China, this trend is now taking hold in Southeast Asia and provides an exciting new way for brands to connect to their customers.
To remain relevant, retailers need to be present on their customers’ preferred channels. To stand out, they must also provide continuity across channels. This means that no matter where customers choose to engage, they can expect a consistent and personalised experience.
Our State of the Connected Customer report found that 66% of customers expect companies to understand their unique needs and expectations. The reality is that many companies fall short of this expectation.
One of the challenges for retailers is to deliver personalisation at scale. This was one of the pain points felt by ONI Global before it turned to Commerce Cloud. ONI Global is one of Asia’s largest specialty retailers of nutritional supplements and it credits its success to its expert staff.
“All our customer service agents are certified nutritionists and many have been with the company for many years,” said Evelyn Teo, Group Head of Marketing at ONI Global. “Their expertise enables a deep understanding of our customers’ needs and how to meet them. This has built a high level of customer trust that separates us from many of our competitors.”
Maintaining this high level of expertise was a challenge for ONI Global as it grew. So, when the retailer transitioned to Commerce Cloud to evolve and scale its ecommerce offering, it took the opportunity to improve the product descriptions on its website and use these for employee training.
ONI Global’s ecommerce website now serves a dual purpose. In-store staff access the site from tablets to look up product information in real-time, while assisting customers with their individual needs.
Convenience is king these days. Customers want the ability to complete purchases quickly and easily—from anywhere, at anytime.
What’s more, 91% of those surveyed for our State of the Connected Customer report say that a positive customer service experience makes them more likely to make another purchase.
So, how can retailers provide a more frictionless customer-centric experience? One way is to provide customers with a more connected experience across all touchpoints.
Salesforce B2C Commerce can help by allowing retailers to create unified, intelligent digital commerce experiences both online and in-store.
Forrester evaluated our commerce solution in their report, The Forrester Wave™: B2C Commerce Suites, Q2 2020. The report explores and ranks the most significant B2C providers and indicates that Salesforce is a leader.
The report noted that, “Salesforce B2C Commerce leads in its support for retailers and brands selling into multiple digital channels. Its personalisation and automation are ahead of the curve, providing options for a relevant customer experience across touchpoints and local markets.”
Forrester’s report also said, “Salesforce B2C Commerce is a best fit for brands looking for a personalised front-end experience.”
Access the report here to learn more and see how Salesforce ranks amongst other providers.
