Is e-commerce enough to foster long term brand loyalty?
The short answer is no. And as we find ourselves in this uncertain, post-pandemic world, you’d be forgiven for assuming all efforts should be geared towards your website. However, new research is supporting an omnichannel approach.
During the pandemic, many brands were forced into survival mode. An ‘innovate or die’ ultimatum.
More often than not, that meant building a standout online presence. A seamless e-commerce platform that not only helped companies appear innovative and relevant but maintained their sales and communications throughout the lockdown period.
As we know, many retailers had no choice but to shut physical stores completely, and some companies even gave up building leases, with the full move to remote working.
Oh, how our lives have changed!
Let’s just think about how some of the biggest game players have adapted to that change.
Amazon, Tesco, Specsavers - to name a few - have created a more nuanced experience for their customers. Starting with the central e-commerce platform, we see greater use of chatbots, pick up in store, and online booking systems. Taking that even further, brands are exploring personalised content through apps, emails and even SMS. Amazon is even launching its own physical stores in some countries targeted at new housing developments because customers still want to visit physical shops.
So yes, your online platform is the crux of the user experience. But both today’s younger and older generations value the feeling of brand community, human interaction, and personalised communication more than we might’ve assumed.
What does the omnichannel approach look like?
An omnichannel approach works to align all marketing channels creating a seamless experience for the consumer. All channels and touchpoints work in unison to drive the consumer towards purchasing. As mentioned, customers are now accustomed to the omnichannel approach of buying online and picking up in-store: a behaviour which grew by 28%. Grocery pickups are also up by 57% since 2020 and that growth doesn’t look set to waver in the post-pandemic landscape.
Another way in which we’ve seen the digital and physical approach combined is through the act of booking and secure appointments online, or following the progress of an order through an app.
Reimagining the physical components of a consumer’s journey will be integral to a successful combined approach. One that transforms the face-to-face experience with greater personalisation, embracing agile operating model that seamlessly combines e-commerce with other methods of marketing and communication.
The value of human interaction
According to research by IT Portal, 63% of retail customers think it’s still important post-pandemic for brands to have a physical as well as an online presence. And that number is increasing among younger demographics. If lockdown proved anything, it’s that we crave human interaction and physical experiences. Combining the online platform with value-add services in physical locations is something we should expect to see more of in the future.
Following the pandemic, remote workers are moving away from big cities and creating lives in suburban villages and small towns. With commute time taken out of the equation, more customers have the time to visit and browse physical stores, which could result in a full circle back to the high street.
But for retailers who’ve had to shut their physical stores, opportunity is not lost. Many retailers are experimenting with virtual shop-fronts that enable them to connect with customers while enhancing the digital experience.
In the same vein, consumers no longer want, or expect, automated or robotic responses from customer service channels. Communication where the user feels that their needs and wants are understood and valued will come from knowing your customers’ previous purchasing behaviour, browsing history and preferences. Today’s customer doesn’t expect to relay their basic information. Leveraging your customer data to deliver a more personalised experience will amplify brand engagement and loyalty.
Compelling campaigns
Some of the most compelling campaigns we can take note of combine the physical with the online for a disruptive experience that engages and sells.
As an example, one of Nike’s most successful campaigns blended digitally-driven interactions with tangible products in a physical location. The Nike ID location in New York works alongside the Nike App, giving the user the ability to take control of their own experience. They can scan barcodes, pay online and even create personalised footwear. The app allows them to skip the queues, the delivery wait, and wear a tangible product right out of the store. This experience is unique to the brand and not something we’ve seen before.
Or how about digital brand Huda Beauty, which was created online with no physical stores or locations. A pop-up experience in London entitled the ‘Mercury Retrograde’ attracted up to 20,000 customers and increased the brand’s Instagram followers by 2 million. The event was used to push a product line under the same title, further demonstrating the power of putting a face and location to a brand.
Considering demographics
Generation Z has built themselves a reputation for living behind a screen. But the post-pandemic world is seeing them favour a more omnichannel approach. A digital first lifestyle that is driven on data integrates human interaction and physical touchpoints.
Conversely, baby boomers and the silent generation favour face-to-face communication, and may shy away from digital first.
The secret formula comes from a seamless blend of the two. One that is tailored to demographic preferences and works in tandem with data and people to create something aligned to the user’s expectations.
The average consumer receives up to 10,000 marketing messages a day, in a number of different formats. If it’s difficult for a consumer to reach out to your brand and continue their journey, they won’t hesitate to move on elsewhere. A great e-commerce platform is vital to maintaining credibility and visibility, but it doesn’t stop there. To foster brand loyalty, brands, including those in the property market, need to focus on a holistic, omnichannel approach to customer experience.
The Property Sector
In the property sector, brands who want to differentiate from their competitors can’t be afraid to innovate, disrupt, and break out of the norms of the marketing mix. The disruptors are those who are willing to dig deep into consumer needs, wants and expectations and create a journey or experience they didn’t know they needed. To become a disruptor in the property market, consider how to incorporate the physical element of marketing into your e-commerce platform.
Virtual viewings in the property sector have become increasingly popular, but how can we combine this with the physical touch, encompassing all senses?
Apps are also making waves in the industry, where users can envisage furniture placement in certain rooms using the camera function via an app. How can the property market build on this using the knowledge from this article?
Face-to-face interaction and human interaction will always be integral to the property market. Such huge purchases deserve a human voice. But through a digitally-lead method, could we see an increase in 24/7 live managed chat, where an advisor is available at all times? One thing is for sure, we absolutely cannot neglect the importance of the physical element in the property sector.
It’s time to explore beyond the e-commerce platform to foster greater brand loyalty and a community that betters your connection with your customers.