Going forward, brands will need to be prepared to take a variety of in-store and online measures to serve today’s shopper. Savvy but cautious customers expect a safe in-store experience in addition to high-quality service, have a growing desire for personalization, and want an online experience that is as engaging and humanized as an in-person one.
Meeting these needs leaves many brands facing a massive undertaking to survive.
To understand what matters most to customers, Havas CX surveyed a mix of 2,000 prosumers (forward-thinking early adopters, influencers and proactive in what they do and share) and mainstream consumers in the US, UK, France and China.
► Catch up with customer expectations
As customers shop more on digital platforms, they gambling data singapore confidently demand an end-to-end experience that lives up to their expectations. Digitally mature and customer-centric brands able to meet people’s needs during the pandemic left their competitors scrambling to improve or lose market share.
Ultimately, better interactions mean that brands must check out these link-building tacticsreciprocal meet changing customer standards to remain relevant. That is, the latest and greatest experience a shopper has anywhere becomes the minimum expectation for the experience they want anywhere.
If your website is currently your main storefront
Prioritize experience. According to our survey, 78% of prosumers and 59% of mainstream consumers want to easily connect with a human being, whether through chat or video interaction, even when there is no physical store.
Be aware of additional fees, especially if your online business is the only option available. Today’s customers view digital storefront maintenance as cheaper than brick-and-mortar stores, and paying more for services feels like overdue and penalizing.
They are much more likely to buy from a brand if they offer free returns (91% prosumer, 84% consumer), free shipping (89%, 85%) and fast delivery (86%, 74%).
By using video ad sequencing, which allows brands to create a cyprus business directory personalized journey for users based on how they respond to each ad, the brand engaged interested viewers with a product story that changed their perception and prompted them to take action. ADT used sequencing to introduce its brand messaging and then later display action-oriented messaging.
“We wanted to create detailed consumer journeys specific to each audience’s purchasing behavior. This would allow us to speak to the right audience at the right time,” explained Stacie Dauffenbach, ADT’s digital brand director. Compared to the same period in 2019, ADT saw an increase in preference and consideration (8% and 10%, respectively) along with a 22% increase in conversion rate.