The first-ever Trilibis customer engagement round-up

April 22nd, 2018 by

In this edition: retail truths, creating a UX strategy, Going Big on CX, and an RIP to the traditional marketer


The world of retail continues to evolve at a furious pace. It seems only yesterday that we were pondering the possible demise of ‘bricks-and-mortar’ retail under the etail juggernaut. And now we’re witnessing Amazon opening its own Main Street stores. Fast times indeed!

Perhaps one conclusion from this is that omnichannel retail is what it’s always been about. In this post, we highlight some interesting nuggets from around the web that serve to illustrate why engagement and experience are what truly differentiate brands in the minds of consumers.

Let’s start here, with this article that highlights the core truths of high-tech retail that were discussed at this year’s Shoptalk retail conference in Las Vegas. One enduring trend that we’ve been following is the blending of digital content with an understanding of a customer’s unique preferences and needs. Mind you, we’re not so sure that “phygital” will stick around as a word…

Increasingly, customers expect a cohesive, personalized experience, so retailers need to focus on providing a seamless, integrated customer journey. Manifestations include fast, on-demand delivery, and a bricks-and-mortar presence that organically integrates mobile and provides easy checkout. It’s a difficult balancing act, but successful companies will merge the accessibility of digital with the comfort of personal interactions (hence the increasingly popular term “phygital”).

Clearly, it is not news that companies need to adapt to an increasingly digital environment. What is new, though, is the combination of a personal element with high-tech insight to personalize the consumer experience. Customers now want — and increasingly, expect — a bespoke experience in retail. The brands that can provide this are the ones who will succeed in the coming years, while those who are slow to adapt will be left behind.

We’ve talked before on this blog about the importance of ensuring a consistent brand experience across channels and touchpoints. The article on the Adobe blog dives deeper into the topic of creating a UX strategy from the perspective of the designer who is creating customer journeys:

“The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.” [Forrester]
This idea — of a seamless and well-designed experience and a journey through a brand — should lie at the heart of a considered UX strategy. To design truly memorable experiences, we need to focus not just on websites or apps, but on all of the touchpoints a user might come into contact with.

This Forbes article, meanwhile, discusses why Thom Gruhler of Fjuri Group believes brands need to start Thinking Big when it comes to customer experience:

Gruhler: “When you think about CX broadly, it has to start with understanding your customer journey. This is the first step and it’s much easier said than done because there is no one single journey, except at the individual level. Companies today have to understand various customer journeys at the segment level. And if they have multiple channels, it’s across multiple touchpoints. Understanding this journey takes hard work. The second step is designing experiences that are informed by personal information and the job to do, rather than just operational defects. A lot of companies look for points of the defect, versus trying to also understand opportunities to strengthen and enhance the experience. When you do this, customer satisfaction goes up. The challenge for marketers is taking the time to understand the journey pulls them out of the more urgent work, and this comes with a significantly high cost if you can’t move the rest of the business forward at the same time.”

And I’ll close this update with this sound advice  for marketers to abandon traditional marketing approaches and instead engage with their audiences where they spend their time:

Trying to interact and engage with audiences at every touchpoint is like trying to hit a moving target. Monitoring each and every platform, app or medium where consumers can be talking about a brand is exhausting and rarely productive. CMOs must therefore focus their marketing efforts on the channels where consumers are spending most of their time. Engaging with those audiences through those channels is a good first step, but it shouldn’t end there.

Contact us here if you’d like to learn how Trilibis technology can shorten your time to market and optimize your enterprise web content management or customer engagement system for omnichannel digital marketing, from mobile to the latest digital signage and large-format displays.

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