The reality of this pandemic has taken the world by surprise. COVID-19-related shelter-in-place orders have forced or prompted consumers to shop differently – often online for the first time – and this multi-generational event will likely change the mindset of shoppers forever. With this change came new “rules of engagement” for retailers. This crisis has changed our experience of being a customer, an employee, a citizen and a human being forever. People are still trying to adjust to extended stays indoors. We are trying to avoid shopping in physical stores, how has this changed our approach to buying products? Will these adjustments establish new, lasting habits?
To build trust and loyalty:
The task of continuing to inspire consumers to shop online is built on trust to foster lasting loyalty. Building trust, in these extreme situations, means more than meeting expectations, but exceeding them. Make it as transparent as possible for consumers to switch to online shopping. For example, providing flexible payment options and making it easy for them to find what they need. This is true for consumers who are looking for the first time to emerging categories of e-commerce, such as grocery shopping.
Make sure customers are confident that their goods will be delivered on time. Encourage them to sign up for subscription services, to help them feel secure and receive their products without delay. Increase in loyalty points and reward programs encourage customers to stay long term. Increase communication to foster a relationship with your customers, as they may be feeling isolated. Set up a hotline to answer their questions or concerns, make sure we view their online comments, and maintain a lasting positive image with consumers. Consumers are spending more time online and relying on reviews to make purchasing decisions.
Customers are experimenting with e-commerce:
Consumers have shifted their priorities and retailers capable of meeting their daily needs are thriving. The niche categories – like disinfectant wipes, hand sanitizers, disposable gloves, and immune-boosting supplements – will increase in demand. People new to grocery shopping online may find the convenience worth it, even once they can resume shopping as they once did.
As consumers try new shopping options and become more digitally refined, these habits are likely to endure – if they order multiple times, enjoy the experience, and they do it. During this health crisis, many retailers have innovated by listening to what shoppers want: fewer visits inside stores for the sake of connecting with others and putting their health at risk. They want a convenient, yet a contactless way to order and pick up their items. BOPIS (buy online pick up in-store) and BOSS (buy online and ship to store) both methods of shopping have exploded.
Innovating to meet customer needs during COVID-19:
The retail industry is at a critical juncture. Stores must give their best to provide a positive customer experience in this COVID-19 crisis. This includes the proper handling of stockouts and delivery delays, and using more personal buyers through companies like a cart. Retailers need to review, revise and integrate their digital strategy across the enterprise. Have a unified data platform that enables them to adapt as consumer expectations change from every week. Looking to tap into the data to stay on top of the most popular buying options? Start by examining the operational traits of individual pickup options, customer data, and business rules for product data and delivery options. Then, automate those processes based on new data to ensure that apps, websites, and processes reflect the new learning to meet and even exceed customer expectations.
The new normal:
The word “new normal” experienced by all clients will differ from their previous lifestyles. Successful careers will seize these opportunities by changing business models and empowering employees to work in new ways. Retailers embracing digital transformation – from marketing to delivery. Likely to be the ones to win once orders stay in place. Start preparing now by diving deep into your product, and customer data. And use that information to deploy the best products and pickup options for your store. Let’s stay safe and let’s all continue to do whatever we can to accelerate the end of the pandemic in our communities.
