Embracing Digital Technology
It seems as though you can’t open a newspaper or look online without reading about the slump in high street sales.
Granted, the weather hasn’t helped.
No one in their right mind wants to trek down to the shops if it means they need a boat or cross-country skis.
Let’s face it, it’s been pretty crazy out there, so hibernating is an appealing option.
But that still doesn’t change the fact that many high street stores are on the decline. Doors are closing on stores up and down the country with frightening regularity.
Restaurant chain Prezzo and Toys R Us are just two of the recent fatalities. And even greats like M&S are closing the doors on a number of stores.
Meanwhile, in the digital world, the only way is up.
Amazon, along with fashion retailers Asos and Boohoo, are just a couple of the companies proving that online businesses are going from strength to strength.
Changing the way people shop
Digital technology is, without doubt, impacting customer engagement and making a big difference to the way people shop.
Instead of simply heading to a local store, the end user experience now often begins with online research, reading online consumer feedback and carry out online price comparison.
Yes, some people then choose to visit a store to make a purchase based on their findings but not everyone. Many will simply click the ‘buy now’ button without even leaving the comfort of their front room.
And this digital, armchair interaction is something that a lot of consumers prefer.
Brands that embrace new technologies can use the tools at their disposal to build stronger and more rewarding relationships with their customers.
But doors will close for those brands that choose not to adopt digital know-how.
Embracing the world of technology dramatically opens up lines of communication with users.
There so many channels to choose from and, by adopting a wide range of communication methods, businesses are effectively saying to consumers ‘hey, look at us. We are a modern, consumer focused business and are keen to build a relationship with you, even if we never meet.’
It’s important, however, to remember that even though consumers are interacting with the brands they love from home, they still want to be treated as individuals, not just a number in cyberspace.
So, it’s vital to offer highly personalised experiences online, as well as in person.
That’s the beauty of the variety of options offered by digital technologies.
You can tailor the customer experience to meet the needs and requirements of each individual target market, whether it be via text, Twitter, Facebook, Instagram, a blog, podcast or something more traditional, such as an email!
And that’s just the abbreviated list.
Get it right… but keep it simple
Research shows that 80% of baby boomers use a laptop or desktop computer for transactions.
The baby boomers were those born between 1946 and 1964. So, if 80% of that generation are using computers… Well, we can only assume that generation X, Y (the Millennials) and, Z are too.
It certainly isn’t an easy task to appeal to everyone and meet customer requirements through the appropriate channels. But it is a task that any modern business must embrace across the board.
Consumers not only want the ease and convenience that online transactions offer them. However, they also want the process to be simple and straightforward.
If it’s too complicated, buyers won’t hesitate to go elsewhere and boom… there goes another formerly loyal customer.
It’s also vitally important to listen. That’s what helps to make a truly innovative and customer-focused brand.
So, make sure you hear what your customers are saying. Embrace consumer feedback and open your ears to the good, the bad and the ugly.
Of course, it’s important to know what your customers want and how they want it when it comes to digital technology.
Here at The Monachie Project, we can offer user experience consulting so that you see your business from the customer’s perspective.
Our insights will help you deliver the right content, at the right time on the right device. This will ensure you keep up with the times and offer a multichannel, consistent consumer experience that will help increase customer loyalty.
So, come on… accept the channel and embrace digital technology today. You won’t regret it.