Marketing is not a new concept in retailing but with the rise of omnichannel, a different approach is being forced upon the industry.

That change is customers’ expectations to be considered as being unique.

Customers are now interacting with retailers in multiple ways. Whether it is purchasing online or in-store, customers view their interaction as ONE with that retailer.

Making your customers feel as if they are unique is the goal. Why? Because customers want to feel unique. They want retailers to be able to provide a more personalised service. They expect retailers to understand their purchasing habits, after all many of their purchases may be done online so therefore a good record of what that customer wants is available.

Retailers have become very good at sending out promotional emails but they can be overdone. Wouldn’t it be better to send a promotional email that is truly personalised to that individual and I mean more than just having their name at the start of the email?

Imagine if a retailer sent an email showing specific items that may be of interest to that customer based on their previous purchase history?

Imagine when a customer walks into a store and you send a personalised welcome message to their phone? That message may make them aware of promotions that may be of interest to them.

To be able to truly provide a unique experience you must view your customers shopping experience as one.

Our recent research study into the habits of Australian and New Zealand shoppers showed that 58% of Australians and 62% of New Zealanders consider it important that retailers have one view of them as a customer, no matter how they shop with your brand.

The importance of gaining customer intelligence from online store purchases to improve in-store customer service was also deemed to be relevant for 21% of Australians and 31% of New Zealanders surveyed.

The merging of your business view is the key. When you combine your channels and take a more holistic view of your customer interactions, you gain the power to be able to differentiate your business through providing a unique customer experience.

The backbone to making this shift lies in technology. An omnichannel solution, such as CitiXsys iVend, is required to capture all the necessary data from each customer touch point and be able to share it to be used to create an in-store or online unique customer experience.

The answer is simple. Bring the dream alive with the use of effective technology and in doing so position your business to meet the growing demands of shoppers.

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