The modern-day customer is more demanding than ever, and if brands want to entice people back in-store, then they need to put more focus on the digital customer experience.
The digital customer experience has redefined the way businesses, and their customers interact, but organisations still have yet to fully embrace the phenomenon and understand fully the multi-touchpoint sales funnels that customers now expect.
Customers increasingly expect a mobile-optimised experience from their favourite brands, with 83% saying they want retailers to provide more personalised in-store experiences. (CSA)
What does the customer expect from the future mobile experiences and consumer technologies?
A seamless mobile experience can only successfully be delivered with a higher degree of personalisation, and consumers are expecting a highly personalised service from mobile service providers.
This means everything from considering the user’s preferences regarding how and when to be contacted, what content they interact with to receiving personalised offers on their mobile devices based on factors such as their real-time location and personal preferences.
To personalise the experience further, companies need to understand their customers better, and here we see something of a disconnect between what consumers want and what they are prepared to do for it. The knowledge comes from interrogating the right data sets over set time periods, and machine learning is a perfect tool to provide this.
Trust is vital in offering a truly personalised experience, and all involved must do more to guarantee data security to build consumer confidence and launch new personalised offers.
2. Seamless mobile experiences.
Consumers expect the best and want their connected experiences to be frictionless, which means that companies need to keep innovating in mobile services, but also feel safe while doing so.
A truly seamless in-store experience will feature mobile technology at virtually every stage of the shopping journey, and geofences will give consumers access to exclusive in-store experiences within a retailer’s application.
Mobile point-of-sale (POS) solutions are one way, reducing the need to queue at cashiers, and this technology is gradually making its way into the mainstream.
3. Increased loyalty.
Consumers are also seeking a more rewarding experience; the top thing that they want retailers to adopt are loyalty programs, with most wanting stores to have an application that offers incentives to come back to the store.
Marketing automation tools and AI solutions are a great way to engage customers and build strong consumer-brand relationships. Automation tools provide marketers with the freedom to control various campaign aspects from a single location, and target customers based on predefined segments and profiles. AI marketing and marketing automation solutions help marketers keep their brand at the top of consumers’ inboxes, and at the top of their minds.
These expectations make up the three cornerstones of Wi-5;
Providing app-like content delivery for first-class user experience with no apps to downloads.
Simple to make payments using most popular and cutting-edge methods through the Wi-Fi splash page
Personalised and contextually relevant experiences delivered by artificial intelligence.
Provision of services to enhance customer experiences and build loyalty such as table ordering and incentive programmes.
Physical stores are still appealing to shoppers, but they are increasingly less willing to compromise where the customer’s experiences are concerned; they’ll continually look for strategies to stay competitive in a complicated retail landscape and AI and machine learning will play a significant role in making a difference in mobility.
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