5 Customer Experience Mistakes Made by Retailers
From ecommerce to CRM, marketing to order management, and everything in between, there’s a lot to manage when running a multi-channel retail business.
The challenges and opportunities are greater than ever before. According to Forrester Research, on average, cross-channel shoppers spend 30% more than single-channel shoppers. In today’s environment, these customers expect a single, unified experience in-store and online. Whether they’re visiting your store in-person or shopping via their smartphone, tablet, or desktop, retail customers reward brands that deliver a seamless and consistent experience across all devices.
Customer Experience Mistakes All Retailers Should Avoid
To optimize conversion, increase ticket size, build customer loyalty, and more, avoid these five common customer experience mistakes:
1. Lack of Personalization
Whether in-store or online, customer experience should be personalized. For retailers, that means having a single, unified view of the customer so you and your sales representatives can deliver recommendations and service custom tailored to their purchase history, demographics, communications, and more. Yet according to a recent study, 60% of retailers say they “do not have reliable or sufficient data” to personalize their customer experience and targeting.
2. Fragmented Experiences
Customers are more web-savvy than ever before and advances in technology mean there’s no longer any excuse for offering a disjointed online shopping experience. On the front end, this means ensuring that your eCommerce experience is responsive across all devices. On the back end, it means implementing a single unified eCommerce solution that integrates eCommerce, inventory, order management, and back office business functions. Remember, the customer should be able to shop anywhere, buy anywhere, and receive their purchase anywhere. That’s simply not possible using multiple, disparate systems to manage your customer experience.
3. Lack of Visibility
Competing in the digital age means traditional and online retailers alike must leverage real-time data to adapt to market trends and customer demands on-the-fly. You simply cannot rely on monthly, quarterly, or annual reports and expect to adapt to the shifting needs of the customer. You need real-time, actionable insights on your customers, inventory, financials, and more.
4. Lack of Segmentation
There's no place for the “spray and pray” marketing tactics of old in today’s retail environment. If you’re not segmenting your customers based on preferences, demographics, etc., you’re doing them and your bottom line a disservice. Avoid irrelevant and confusing marketing communications by segmenting your customer list and custom-tailoring your messaging and offers.
5. Dated Systems
Systems that are invisible to the customer nevertheless have a tremendous impact on the customer experience. Retailers cannot afford to be hamstrung by a patchwork of aging, disparate software, and hardware. Moving to a single cloud-based retail solution frees up valuable IT resources and ensures a streamlined in-store and eCommerce customer experience.
Improve Your Customer Experience with NetSuite
Looking to reduce costs, increase efficiency, and improve the customer experience across all channels, in-store and online? NetSuite offers an all-in-one cloud-based retail solution tailored to the unique needs of your business. Learn more about NetSuite for retail.
Nuage - Premier NetSuite Solution Provider
Nuage is a NetSuite reseller and NetSuite Solution Partner. From purchasing a NetSuite license, to implementing and customizing the NetSuite platform for you, we can help your company pick and choose which features you need most. Our team is ready, willing, and able to help guide you through the NetSuite purchase and/or implementation process. Please feel free to contact us for more information on how we can help.