Easy access to online technology has changed customer expectations. It’s not enough anymore for a brand to have a website or an e-shop. It’s crucial to deliver the best customer experience across all channels as an extension of their physical presence.
Success for a retailer involves an excellent digital customer experience that turns customers into loyal advocates.
Capgemini has released a lookbook full of tips and case studies about how brands and retailers can elevate their customer experience.
Content produced in partnership with Capgemini.
The digital landscape has significantly changed over the past few years. It’s crucial to keep up to stay relevant and successful.
Capgemini has compiled a lookbook to highlight its focus on design + strategy along with digital customer experience trends and recommendations.
Here’s what you need to consider when working on improving your customer experience.
Everything you are building needs to be customer-focused. It’s important to listen to the customer’s needs and understand their existing journey before building a new journey.
It’s not enough to have an online presence for your brand. You need to invest in digital transformation capabilities that will allow your customers to browse your products across all devices and channels.
Think about the mobile experience, your digital customer support, or whether you are ready to include voice shopping in the purchasing options.
There are many ways to take your digital experience to the next level. Everything starts from experimentation and A/B testing that will help guide you to the next steps.
Customers want to be in control of their purchasing journey. Whether they are just browsing new products or feel ready to make a purchase, they are demanding a seamless experience from all retailers.
In fact, customers are expecting brands to listen to their needs and make their shopping experience as personalized as possible.
According to a recent survey, 29% of customers want to see personalized offers based on their profile while also maintaining their anonymity. There is a greater need for personal safety when it comes to data collection without necessarily reducing the need for personalization.
Thus, it’s important for brands to build trust while offering a more personalized online experience that can boost the engagement and eventually the sales.
Capgemini worked with Tarte Cosmetics to help them improve their online experience. The objective was to make it easy for customers to browse products, try new shades and color pallets, and explore product tips from professionals.
Their new design strategy involved a personalized experience that allowed users to set up their preferences through their account. This way they received personalized suggestions along with customized purchase and communication preferences to tailor the experience.
A good way to improve the shopping experience is to make it accessible on smaller screens, such as smartphones. Moreover, the website focused on appealing content creation that involved video tutorials, user-generated content, and product collections.
Their updated shopping experience received the coveted Gartner L2 Digital IQ “Genius” Status; it also received a 2018 Communicator Award for Excellence.
KUIU wanted to adopt a holistic approach to customer acquisition, retention, and engagement and create a more dynamic website.
The goal was to launch a new website design that showcases the brand’s story and its products. Capgemini worked with KUIU to launch a new platform that makes content creation easier while also improving the site’s navigation and search functionality.
The combined work on experience design and digital marketing led to an 89% increase in site traffic and a 9% increase in the average order value.
There was an increase of 121% in online revenue during the 2018 holiday season and the project received a 2018 Horizon Interactive Award (“Gold”).
NYDJ was looking to transform their online presence by moving away from a static platform and a dated design with limited capabilities.
Capgemini helped them in their digital transformation journey to optimize product pages and provide seamless content transitions to improve the shoppers’ engagement. Moreover, customers were placed at the focus of the transformation through the use of data that improved personalization.
The additional implementation of Salesforce Marketing Cloud, Commerce Cloud, and Service Cloud allowed NYDJ to leverage Capgemini’s Unified Retail Accelerator. The goal was to unify the customer data to collect all inputs throughout the customer journey.
By unifying the data, NYDJ has accessed valuable customer insights that help them shape their content decisions to improve customer experience. The conversion has increased by 22% while the revenue grew by 33%.
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