Guest Post: How the Customer Experience is Changing in the Effortless Economy (And What this Means for Retailers) 

This week we feature an article by Megan Wenzl, the SEO Content Manager at Linnworks. She discusses what retailers need to focus on when it comes to total commerce and the effortless economy. 

Imagine a customer goes online to buy a new pair of golf shoes.  

This customer has multiple options on how she’ll shop for the golf shoes. She can go directly to a retailer’s website, Amazon, or even Facebook to find the perfect pair of shoes for her next round of 18 holes.  

In another example, when the spatula breaks while flipping pancakes and needs to be replaced, the customer buys the new spatula through Amazon.   

In a third example, a customer wants a new raincoat. He searches for a “raincoat” product in Google. He reads a few articles on raincoats then selects the one he wants. He goes to the brands’ website to purchase the coat. Done.   

Shopping used to be an activity people did. But now, shopping is a constant experience. It’s always there.  

So what can retailers do to make sure the customer experience in eCommerce is positive and engaging for customers? What can they do to win loyal customers in this effortless economy?  

To find out, Linnworks conducted a survey of 1,000 shoppers.  

The research is in. And, retailers have got to get eCommerce right. One eCommerce trend: Customers value convenience the most: 76% of shoppers say that convenience is their key priority in selecting a retailer.  

In addition, nine in ten shoppers prioritize using a retail site that offers a seamless experience. This means consumers want to be able to purchase an item with the least amount of barriers possible. As an example, consumers want to make sure that their shipping details are remembered for the future.  

Let’s discuss what retailers need to focus on when it comes to total commerce and the effortless economy.  

Create seamless customer journeys   

As you know by now, consumers expect a positive, convenient customer experience. While this isn’t surprising, getting it right isn’t easy.   

For customers to keep coming back to buy your product or service, every touchpoint with your brand needs to be convenient and easy to use. 58% of shoppers have stopped using an online store because of it being difficult to use. For consumers to take action, it should be as easy as possible for them to shop for your products.  

One aspect that adds to convenient shopping is providing a guest checkout option. Customers can then choose to complete their purchase without registration. The guest checkout option is especially helpful for first-time shoppers to your website.   

The other important feature that customers expect is the ability to shop with a brand across various types of devices. Customers want to be able to interact with your brand on a smartphone, tablet, or computer without much interruption.   

Sell on social   

Imagine a customer is scrolling through their Facebook feed. They want to shop for a pair of shoes while they’re there. They can shop for shoes and order them right on the platform without having to go to another online store. Easy.  

Simply put, social commerce is the shopping experience on social media. Facebook is the most trusted social site for commerce. And, 82% of customers say they like the convenience of social shopping.  

Brands must make it easy for customers to purchase products on social sites like Facebook, with the option to check out right on the platform.   

Get delivery right

Delivery has a significant impact on customer loyalty. Making sure delivery goes right is essential to ensuring customers come back to buy from you again. 95% of shoppers say convenience delivery options are a major factor in the online retailers they use.  

How does delivery go well? Transparency. In fact, 62% of customers say they are more loyal to a retailer who is honest and open about what delivery costs and the time it takes to deliver.  

And while we’re on the subject of delivery, returns are just as important. Customers want returns to be easy. For example, 89% of customers don’t want returns to involve customer service assistance, and 87% expect a prepaid return label.  

Personalize the experience

Although consumers are concerned about issues with security and privacy when it comes to sharing data —about four in five, in fact — more than half think the risk is worth taking because they are getting a better shopping experience. And 60% of shoppers say sharing personal information makes the shopping experience more convenient.   

Personalization includes letting the customer have the option to check out as a guest or be remembered for a later purchase.  

But of course, personalization is much more than that. It’s about building relationships with customers over time. It’s knowing that customers start their journey with you before they purchase. It’s knowing that the relationship continues long after the sale. Getting messaging right and knowing who your customers are serve as the foundation for creating personalized experiences — experiences that elicit an emotional connection from customers.  

The Takeaway

Commerce is ‘an always-on’ experience. It includes social media, online marketplaces, and retailer’s branded websites. It’s important for retailers to create positive customer experiences for customers across these channels. Brands really need to meet or even exceed customer expectations when it comes to the shopping experience online. Brands need to be where their customers are.  

To build relationships with customers in eCommerce today, brands must offer convenience. And the demand for convenience only keeps growing. Creating seamless experiences is a key component of how you’ll win loyal customers over their lifetimes.  

Megan Wenzl is the SEO Content Manager at Linnworks, a total commerce solution that connects, manages, and automates commerce operations. Megan enjoys creating useful, informative stories to help businesses succeed. When not writing, Megan enjoys spending time with her family.