Marketing Automation: What, Why & How?
If you are a marketer, you may have heard of marketing ...
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In the past months, retailers have seen how their customers have drastically changed their buying behavior. One of the defining trends of this shift is the increase in online sales. Due to the pandemic, many transactions are now being done through digital channels. Like in many other industries, apps have also been at the forefront of this transformation for retail businesses.
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Although by now things are a bit more clear, there is still a lot we do not know about how things will evolve. It is important that retailers understand this. Additionally, it is also essential to understand that, no matter what lies ahead, the key to a successful digital retail business is an outstanding Customer Experience, something that apps can easily provide if done correctly.
In this post I discuss the importance of Customer Experience for retail apps and how any retail app can design one.
The term VUCA has become a symbol of the times we are living in. It refers to what futurists and risk managers refer to as a volatile, uncertain, complex, and ambiguous environment. This frame is very useful to understand how companies need to embrace the current situation in order to succeed, so let’s take a look at what it means.
There is no single way that these elements can be used to build a competitive advantage, but if used correctly, they can help businesses figure out where they stand. In other words, by using this framework to understand the current business context, retail companies can prepare themselves better for the challenges that lie ahead. The key here is to identify what matters most for a given business and build around those elements.
There are many resources available to help businesses engage with customers through a retail app. Using eCommerce platforms like Shopify is an ideal solution for companies that wish to navigate the current situation successfully. Tools like scenario building to imagine future retail storefronts can also be useful. HiTech technologies like AI can help build amazing retail app features that customers will love.
One key aspect to keep in mind for any retail app is the Customer Experience. This is often referred to as User Experience, but they are different concepts. User Experience refers to the design aspects of an app. Customer Experience, on the other hand, refers to the retail aspects of a business and how they are integrated into an app. Keep in mind that the User Experience can help build a great app experience, and this can help the Customer Experience, but guaranteeing this last needs to involve the core aspects of a business.
Centering a company’s retail efforts around the Customer Experience, without disregarding the User Experience, will help engage customers in an effective way from a business perspective. It is essential to keep the customers’ journey in mind at all times.
A common mistake is to build a retail app around what one thinks is most suitable for customers. Often, customers want something different than what we think is best for them. The only way to find out what they need is to get out of the building. Performing tests and surveys are some good ways to test business hypotheses. Only by doing so will it be possible to build a great app that meets customers’ needs.
These are some things to consider when designing the Customer Experience for a retail app:
By keeping these aspects in mind it will be easy to integrate an app successfully into any retail business.
Having the right app for a retail business has never been more important. Due to the VUCA environment we are experimenting with, businesses need to be able to adapt easily to what customers need. Building an app is a great way to make any business more resilient, but it isn’t enough.
It is not enough for customers to enjoy a retail app. There are business aspects that need to be considered to create a great Customer Experience. A business and an app must be integrated with one another to guarantee an optimal journey. Failing to do so can result in customers ditching the app, and this means fewer sales.
A great strategy to solve this problem is to look for an app development partner that can help not only develop an app but also align it with your business. This requires understanding what your needs and requirements are, as well as of those of your customers.