Personalisation is still the key to creating more meaningful experiences across different channels and various environments. 75% of retailers said that using online behaviour to personalise in-store experiences was either important or critically important for meeting customer expectations. However, since the pandemic, customer needs have evolved. Many of the same consumer pain points remain – for instance, wanting the best deals or having concerns about whether the reality measures up to the photos. But in addition, customers are now seeking information about topics such as the safety and cleanliness of store environments. In a digital world, customers often don’t want to wait for an answer. Many retailers are now investing in interactive tools, guides, adaptive FAQs and chatbots to personalise the customer experience and speed up these interactions.
Our top recommendation for 2021:
To continue to thrive post-Covid, retailers will need to focus on the omnichannel experience, underpinning their operations with a 360-degree view of the customer.