Salesforce is the world’s leading company in CRM and corporate cloud computing that enables companies to improve management and communication with customers in marketing, sales, customer service areas and others.
In order to better understand its customers, in the 1990s Tesco introduced for the first time the loyalty card system, one of the crucial moments in the history of retail sales. Today, loyalty cards are no longer enough. Almost two-thirds of consumers have the feeling that the companies they are customers of, after all, do not know them so well (64%). Artificial intelligence and machine learning, however, have the potential to change the situation, allowing retail professionals to anticipate consumer moves to offer tailor-made experiences.
For the second edition of the “Shopper-First Retailing” report, Salesforce, in cooperation with Publicis.Sapient, examined the new rules that guide the retail sector, identifying 5 points:
Companies and e-commerce sites (marketplace) are “squeezing” retailers.
Although retail purchases are preferred for better customer service, purchases through e-commerce sites and corporate sites remain consumer favourites.
Retailers must exploit the strength of the service offered by modernising sales techniques through new tools such as always active video chats or chat bots. In addition, they should also aim to improve customer perceptions regarding the quality and availability of sale products.
- Multi-brand e-commerce sites win by loyality and second purchase.
Being in the situation of having to buy something for the first time, 50% of consumers said to make the first purchase at the store, 31% through multi-brand e-commerce sites and 19% directly through the company website. When it comes to making repeat purchases, multi-brand and multi-category sites win without effort and 47% of customers declare to choose them as purchase channels for already previously bought products.
The second purchase is therefore the new battlefield. Agility, loyalty and personalisation are essential for dealers and brands to differentiate and win this important race. Experiences and unforgettable products can not be commercialised.
- Customer use mobile phone at the store like never before
The point of sale is far from being over: 46% of customers still prefer to buy in a physical store, while 35% opt for online stores and 18% buy from mobile. In addition, 71% of customers say they use their mobile phone at the store, compared to 62% in 2017.
Apart from few rare exceptions, at the stores call-to-action for mobiles are missing, as well as apps with omnichannel functionality or personalisation for mobile users. Those who rely on omni-channeling should therefore learn how to make the most of the potential offered by the use of smartphones at the stores through the targeted use of apps, geofencing, SMS and social media.
- Fast retailing is coming: customers prefer retailers able to move at their speed
69% of consumers say it’s important to see new products every time they enter a store or shopping site. 75% of the search keys used by consumers on the sites are new and change every month, demonstrating the speed with which customers discover new types of products, brands and services. Regarding products, 59% of consumers say they are more inclined to make purchases from companies that offer personalised products.
Exclusive personalisation must go far beyond the simple monogram, making the customer become a part of the creative process.
- Companies win by value, personalisation of the offer and the service provided
Consumers reward those who are able to look beyond business transactions and orders made for the purpose of giving value also to the relationship that is created with the customer. What’s the secret? The sharing of values, the ability of personalising and service quality.