As the Worst of the Pandemic Comes to a Close, a Seamless Customer Experience Has Never Mattered More.

The pandemic forced businesses to adopt and strengthen new strategies regarding the customer experience, integrating data and technology to empower customers with mobile-activated experiences and value-add services like in-store appointments and store-pickup, or BIPOS (buy online, pick up in store). But now that we see a return to normalcy within the business environment, experiences are now happening between channels, and online business must match a strong physical store presence instead of isolating to one channel.

These changes in business and consumer expectations present a big challenge for brick-and-mortar retailers, but it presents an even bigger opportunity to remap the customer journey.

In the pre-pandemic world, almost every customer experience business model would revolve around creating an incredible in-store experience. Now, we see a myriad of technologies and online channels that enable consideration outside the store. Because of this, product experience is a challenge for the buyer.

On the bright side, digital presence gives businesses a wealth of customer data to help shape a great customer experience. Customer data can be used to listen to and service customers intuitively.

In addition to creating consideration outside the store, another way to create a seamless customer experience is by using their digital experience to direct their physical one. Many retailers see success by offering appointments to connect the digital and physical experiences. In addition to this, you can take ecommerce best practices and bring them in-store, like offering similar products to inspire clients. If you have enough data, you can automate a seamless experience with buyer personas and help the customer discover new items just for them. Experiential retail combined with efficiency is more important than ever now.

The way consumers make their purchases has changed quite a bit as a result of the pandemic as well. Technology has allowed brands to lean into digital tools that empower consumers to buy in ways that work best for them. Some examples include BIPOS or curbside pick-up.

We’ve also seen demands for touchless transactions, keeping the role of mobile devices and related technology critical. Consumers will continually choose brands whose technology helps them with their busy life in the new contactless era.

The customer journey has been forever transformed. Shopper expectations are higher than ever, and every detail of the experience counts. More detailed and hyper-personalized customer service is the new standard, contributing to the most important strategy: cultivating a seamless customer experience.