9 out of 10 distributors want to improve their customer journey – MMAF

In the digital age, there are more and more channels to interact with consumers. While this situation offers advertisers endless possibilities to interact with their customers, it also presents a challenge, as the customer journey becomes more fragmented and thus more complex. To generate more sales and increase in-store traffic, brands must rethink the customer journey in an omnichannel approach, no matter what channels are used.

In this context, the digital channel plays a very important role, significantly multiplying the points of contact with the consumer. Today, doing a search on a smartphone, receiving ads based on search criteria, or even receiving notifications from our favorite apps are just a few examples of the journey that consumers are taking.

Companies that are best adapted to this new reality offer unique and seamless experiences to their customers.

The customer journey at the heart of the omnichannel strategy

The customer journey has become a major challenge for companies, which must choose a customer-centric approach and improve the consumer experience throughout the buying process thanks to an omnichannel strategy that includes all the channels a customer might be able to use.

Thus, according to a study* conducted by the platform that compiles online promotions Tiendeo, 91.2% of marketers want to improve the customer journey within their marketing strategy.

“This study reveals the importance of brands and distributors in improving the user’s customer journey that combines the online and offline experience. Today, consumers expect to be able to switch between channels seamlessly. Henri-Noël Bouvet, Vice President of Growth at Tiendeo, explains, That companies that succeed in creating omnichannel channels and seamless experiences will gain a competitive advantage in this sector.

Loyalty through experience

The customer experience is now, more than ever, just as important as the items a consumer wants to buy. Today, every citizen possesses a great deal of product information with ratings, recommendations and reviews. We are facing a very demanding consumer who expects not only to purchase the desired item at a good price, but also to have a unique and friction-free shopping experience.

In fact, more and more consumers are taking their shopping experience into consideration when making a purchase from a distributor or brand. According to a study by Talkdesk, 68% of consumers will see that their brand loyalty is affected by a poor shopping experience. The same study reveals that 81% of retailers have increased their investment to improve customers’ shopping experience by 2022.

This is why it is necessary to define the different stages of the sales funnel in order to simplify the buying process, add value to each interaction (be relevant) and increase the conversion rate. Thus, customer experience emerges as a competitive and strategic advantage that must be addressed without delay.

Listening to consumer needs remains and will continue to be a top priority for businesses in 2022. According to the Tiendeo study, customer experience is the most relevant aspect of marketing strategy for 44.3% of marketers.

Technology to improve the shopping experience

Stores will increasingly be equipped with sensors and cameras to better understand consumer behavior, monitor product availability on shelves or determine the best locations in the store.

“This year, betting on technology will be an advantage for any company that wants to maintain a relationship with its customers. Digital transformation in all its forms, digitization, especially other cutting-edge technologies such as artificial intelligence, is no longer a trend, but a reality,” says Henri-Noël.

So technology plays a catalytic role in removing obstacles and inconveniences to the consumer. The consumer is no longer an anonymous person belonging to a demographic, but an entity with behaviour, tastes and interests, thus creating a digital twin. A breakthrough that facilitates the creation of increasingly personalized shopping experiences, regardless of the channels used.

Henri-Noël concludes, “Customer experience has become a new, highly competitive playing field for distributors and brands.”

*The study was conducted in collaboration with more than 500 marketing professionals from major consumer retailers and brands in Europe and Latin America.

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