{"id":9254,"date":"2020-10-18T23:30:37","date_gmt":"2020-10-19T06:30:37","guid":{"rendered":"https:\/\/www.parcelpending.com\/?p=9254"},"modified":"2023-04-10T17:31:32","modified_gmt":"2023-04-10T17:31:32","slug":"boosting-the-retail-customer-experience-strategies-for-success-during-covid","status":"publish","type":"post","link":"https:\/\/www.parcelpending.com\/en-us\/blog\/boosting-the-retail-customer-experience-strategies-for-success-during-covid\/","title":{"rendered":"Boosting the Retail Customer Experience: Strategies for Success During COVID"},"content":{"rendered":"

The challenges facing retailers today are rampant: social distancing, changing health requirements, limited <\/span>store<\/span> capacity, nervous customers, and the need for profits. However, savvy <\/span>retail<\/span> managers recognize that embracing a strong <\/span>customer experience<\/span> mindset lines them up for long-term success. <\/span>With all these changes in the retail industry, you may be wondering how you can still provide an excellent shopping experience for your customers.\u00a0<\/span>
\nAs Forrester Research defines it, <\/span>customer experience<\/span> is simply <\/span>\u201chow customers perceive their interactions with your company\u201d<\/span>1<\/span>. Notice that this definition includes both intended and unintended messaging. For example, it\u2019s easy for marketers to control outbound content (website copy and <\/span>social media<\/span> posts) but forget about important and overlooked interactions such as call center conversations, on-hold wait times, and live chats.<\/span>
\nAn overwhelming amount of <\/span>customer data<\/span> paints a clear picture of the relationship between <\/span>customer experience<\/span> to <\/span>customer loyalty<\/span>. <\/span>73% of consumers say a good <\/span>experience<\/span> is key in influencing their <\/span>brand<\/span> loyalties<\/span>2<\/span>. Loyal customers are five times more likely to purchase again and four times more likely to refer a friend to the company<\/span>3<\/span>. American consumers will pay 17% more to purchase from a company with a reputation for great service<\/span>4<\/span>. <\/span>And, the number one reason customers switch brands is that they feel unappreciated<\/span>5<\/span>. <\/span>Customer<\/span>-centric companies are 60% more profitable than companies that don\u2019t focus on customers<\/span>6<\/span>.<\/span> In short, sub-par <\/span>customer experience<\/span> at a retail business <\/span>is no longer acceptable; superior <\/span>customer engagement<\/span> cements <\/span>loyalty<\/span>, boosts referrals, and profitability.<\/span>
\nThe clear question is then: how do you create superior <\/span>customer service<\/span>? Read on to find out.<\/span><\/p>\n

Create Seamless Communication Strategies<\/h4>\n

With brick-and-mortar <\/span>retail<\/span> losing foot traffic, alternative communication strategies emerge as a crucial element to your brand’s success. There must be seamless integration between services such as web chat, <\/span>social media<\/span>, email, phone, and video to build the <\/span>brand<\/span>-client relationship <\/span>for your retail business.<\/span> These <\/span>customer<\/span>-centric strategies become even more important as face-to-face communication has eroded due to distanced mask-to-mask conversations through plexiglass barriers.<\/span><\/p>\n

Manage Expectations<\/h4>\n

Retailers\u2019 communication channels were besieged early in March with questions about orders and payments. Intercon noted a 47% increase in inbound volume since the pandemic started<\/span>7<\/span>.<\/span>
\nThe lesson learned is that honest communication is key as it manages expectations and avoids disappointment. One <\/span>consumer<\/span>, for example, reports that the estimated wait time for the next available operator was an astounding 123 hours! The outbound message eventually mentioned that connecting via <\/span>social media<\/span> shortens wait times to less than 5 minutes.<\/span>
\nApple and Lululemon, for instance, knew full <\/span>retail store<\/span> closings were coming and alerted customers via email to convert interactions to online shopping. Moreover, online <\/span>retailer<\/span> ASOS let its customers know that it was increasing its standard delivery by up to 11 days during the pandemic to avoid disappointing its customers. The approach did pay off as the company grew its active <\/span>customer<\/span> base by 16%.<\/span> For retailers, making these kinds of adjustments was absolutely necessary in order to improve brand experience during this difficult year.\u00a0<\/span><\/p>\n

Introduce Omnichannel Options: BOPIS \u2013 Buy Online Pick Up in Store, & BOPIL\u00ae \u2013 Buy Online, Pick-up in Locker<\/h4>\n

BOPIS<\/span><\/a> is the fusion between physical stores and e-commerce. It allows customers to purchase online and pick up in-store. Options here include curbside pickup, pick up at a service desk, and the newest option of picking up at the <\/span>store<\/span> \u2014 installed smart lockers, also called BOPIL\u00ae (Buy Online, Pick-up in Locker).<\/span>
\nBOPIS grew 28% year-over-year in February compared with 18% in January, and grocery delivery is up by 57%. Most important, however, is that these new engagement models are here to stay. Consumers report<\/span> high intention to continue using models such as BOPIS (56%) and grocery delivery (45%) after the pandemic<\/span>8<\/span>.<\/span><\/p>\n

Customer Benefits of BOPIS and BOPIL<\/h4>\n

Customers see picking up their orders in-store as improving their <\/span>retail experience<\/span> for these reasons:<\/span><\/p>\n