9 out of 10 distributors want to improve their customer journey – MMAF

In the digital age there are more and more channels of interaction with consumers. While this situation offers endless possibilities for advertisers to interact with their customers, it also poses a challenge, as the customer journey becomes more atomized and therefore more complex. To generate more sales and increase in-store traffic, brands need to rethink the customer journey in an omnichannel approach, regardless of the channels they use.

In this context, the digital channel plays a very important role, exponentially multiplying the points of contact with the consumer. Today, searching on a smartphone, receiving advertisements based on search criteria or even receiving notifications from our favorite applications are just a few examples of the journey consumers take.

The companies that adapt best to this new reality offer their customers unique and seamless experiences.

The customer journey at the heart of an omnichannel strategy

The customer journey has become a great challenge for companies, which must opt ​​for a customer centric approach and optimize the consumer experience throughout the purchase process thanks to an omnichannel strategy that includes all the channels that a potential customer may be able to use .

Thus, according to a study * conducted by the platform that aggregates Tiendeo online promotional offers, 91.2% of marketers want to improve the customer journey within their marketing strategy.

“This study reveals the importance for brands and retailers to optimize the user customer journey that combines both the online and offline experience. Consumers today expect to be able to seamlessly switch between channels. Companies that succeed in creating fluid, omnichannel experiences will gain a competitive advantage in the industry, “explains Henri-Noël Bouvet, VP of Growth at Tiendeo.

Loyalty through experience

The customer experience is now, more than ever, just as important as the items the consumer wants to buy. Today, every citizen has a wealth of product information through ratings, recommendations and reviews. We are facing a very demanding consumer who expects not only to buy the desired item at a good price, but also to live a unique and frictionless shopping experience.

In fact, more and more consumers take their shopping experience into account when making a purchase from a distributor or brand. According to a Talkdesk study, 68% of consumers would see brand loyalty influenced by a bad shopping experience. The same study reveals that 81% of retailers have increased their investments to improve the customer shopping experience by 2022.

This is why it is essential to identify the different stages of the sales funnel in order to streamline the buying process, add value to each interaction (be relevant) and increase the conversion rate. Therefore, the customer experience appears as a competitive and strategic advantage that should be addressed without delay.

Listening to consumer needs remains and will remain the top priority for businesses in 2022. According to the Tiendeo study, customer experience is the most relevant aspect of marketing strategy for 44.3% of marketers.

Technology to enhance the shopping experience

Stores will increasingly be equipped with sensors and cameras to better understand consumer behavior, monitor product availability on the shelves or identify the best store locations.

“This year, betting on technology will be an advantage for any company that wants to maintain the relationship with its customers. Digital transformation in all its forms, digitization and in particular other cutting-edge technologies such as artificial intelligence, are no longer a trend, but a reality “, says Henri-Noël.

Technology therefore plays a catalytic role in removing obstacles and inconveniences for the consumer. The consumer is no longer an anonymous person belonging to a demographic segmentation, but an entity with behaviors, tastes and interests, thus creating a digital twin. A turning point that facilitates the creation of increasingly personalized shopping experiences, regardless of the channels used.

“The customer experience has become the new highly competitive playground for distributors and brands,” concludes Henri-Noël.

* The study was conducted in collaboration with over 500 marketing professionals from leading retailers and consumer brands in Europe and Latin America.

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