How can Retailers create Frictionless Shopping Experience ?

Описание: The increasing unpredictability of customers is posing a serious challenge for brands and retailers. Technology has changed the way people shop and convenience dictates the world of retail business. When people can get things done in just a few clicks, it becomes all the more necessary for retailers to adopt omnichannel marketing techniques, incorporate technology into their strategies, and focus on customer experience to provide what they call “a frictionless shopping experience”.

After price and brand, the key differentiators in a world competing on customer experience are speed and convenience. Customers want their shopping spree to be fast and comfortable, they are driven by a desire for personalization and convenience. If they do not get the kind of experience they’re expecting, they are quick to turn to alternatives for buying what they want since there are so many options available. As such, it is wise on the part of retailers to understand that these qualifiers are equally important in conventional stores as they are in virtual business.

Retail stores need to create seamless experiences that connect touch points between mobile, desktop, and in-store engagements, and find answers to questions like –

How do customers research their buying decisions?
What channels do they use for inquiries?
Do they shop online or in the store?
How do we create a journey that can be picked up anywhere?

What turns off a customer’s in-store shopping experience? Research state that the top-five point of friction inside the store are:

Inability to locate the product
Unavailability of the right product
Not enough information to make the buying decision
Sales executive interrupting the flow in some way
Too long a wait at the checkout counters

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