How retailers are creating seamless customer experience across multiple buying platforms

2023 has just started and the new year is expected to witness interesting trends in the customer experience. The omni channel trade will experience some exciting changes this year, not just in India but also globally. 

Physical stores, PR, and the digital will all be more integrated. E-commerce and digital will actually work together rather than compete. Major brands and retailers will raise their omni channel marketing spending.

Here's the interesting trends that will define retain experience this year 

Creating frictionless user experience: Ridhima Kansal, Director, Rosemoore said that it is crucial that key elements like stores & outlets, e-commerce, inventories, etc. are systematically integrated in order for an omni channel system to operate flawlessly. The integration of multiple tasks, including marketing, operations, sales, collection, and finance, should be smooth. Information flow and symmetry are impossible until a synergy is reached, which will make it difficult for the Omni channel distribution to operate at its best. 

Increased investments in Digital: In the Omni channel strategy in 2023, digital will take an edge. Major retailers, D2C companies, and horizontals will increase their investments in the digital medium. There will be a growing focus on digitally acquiring, engaging, and converting consumers alongside attracting consumers repeatedly. Presently web contributes to around 25-30% of our sales and are aiming to take the share of digital to around 40%. I am sure most of the major lifestyle and décor brands would be investing heavily in the digital medium.
 
Major thrust on social media: Ridhima Kansal from Rosemoore added that in 2023, we will finally see the concept of social selling moving from the edges to the core. Increasingly brands will use social media to find, connect and sell to the right audience. Social media search ad budgets will increase significantly and brands will use creative posts, videos, and product demos to educate potential buyers, clear their doubts, and help them in purchase decisions. There will also be greater collaboration between the hardcore sales and social media team in 2023. 

Personalized experience for customers: In order to provide more personalisation, analytics will become increasingly important. Major retailers, clothing and accessory brands, pharmaceutical firms, and pharmaceutical brands will continue to provide tailored recommendations to prospective customers based on their prior search activity. To meet the tailored demand, a new subscriber list will also be made. Customers and the brand will benefit from this in equal measure.

Consistency of Information across multiple channels: Ridhima Kansal noted In today’s digital era, a potential consumer spends time on numerous platforms like print, social, web, outdoor, and so much In a truly omnichannel set-up, one would probably know about a product on social media, then check it on the company website, and to know further can visit the nearby mall. It is also possible that during the same time they might have seen the ads on a display at the metro station and read an advertorial in the magazine, and watched the product demo on Youtube. In a nutshell, there are multiple sources from which discerning buyers are sourcing information. So it is essential that there should be the consistency of information across all the possible consumer-facing outlets.