We all know how important it is for retailers to provide a great customer experience. I’ve written many articles on customer experience, from the importance of frictionless checkout to the importance of the in-store experience in driving up sales.
Generally, these are based on my discussions with retailers around the globe, and their experiences. But this time I’m going to tell you about my own recent shopping story, and the message it drove home to me about speed of delivery as part of a positive customer online shopping experience.
I live in Sydney, Australia, and as I write, we’re still very much in lockdown. Like millions of others confined to their homes throughout the world, one of the things that means for me is more time to indulge in home cooking and baking.
I was planning to make one of my favourite recipes, but when I got out my blender and plugged it in…nothing. With my blender kaput I was stuck.
So, I went online to find a new one – with my primary requirement being to find a retailer who had it available for pickup or delivery asap. I found exactly what I wanted. A retailer who not only had a blender that would do the job but who offered me two very speedy ways to get it: Same day delivery to my home, or click and collect within 30 minutes of placing my order.
So, when you’re thinking about customer experience, do think about every aspect, and how you can make each step as smooth, frictionless and easy as possible for the customer. A simple to navigate online store, a range of delivery and collection options, allowing fulfilment from the store rather than a warehouse – these all played a part in my great experience. These are all operational practices that all retailers can implement.
So as you plan your customer experience, do think of me and my blender, and plan your retail operation so that you can deliver – fast.