Digital transformation has truly changed the world of retail and CX. The industry’s players understand how innovation plays a big role in redefining their strategies to attract more customers and more sales, as seen by the growing numbers that online shopping, apps, and omnichannel communication have amassed in the past decade alone.
Social media continues to play its role, becoming that bridge between brands and their customers. Communicating with customers on social platforms has never been this easy, and retailers are now reaping the many benefits of communicating better with their audience, instead of being just another retail brand that wants to sell products and get profits. Today, smart apps are everywhere, allowing retailers to offer features such as payment-in-app so customers can pick their purchases at their own convenience and walk out of a physical store as quickly as they arrived. Retailers have also explored augmented reality (AR), which paved way for a better product-viewing and a more interactive experience for customers.
While today’s situation is looking up, retail brands and companies need to understand how pursuing innovation together with great CX must never stop. A few brands stand out in this regard—one of which, is Levi’s, a clothing company that has been in the market since the late 1850s. To differentiate itself from other clothing brands that sell jeans, Levi’s came up with a strategy to make them unique: the brand set up four on-site tailors in its shop in NYC, ready for customers who want to create, personalize, and customize their own individual pair. With this, Levi’s was able to deliver a great experience for its customers, empowering them and allowing them to express themselves freely through their jeans.
Another retailer getting a hold on innovation is Walmart, a company that aims to make healthcare advice accessible to millions in USA. Today, 90% of all Americans live within ten miles of a Walmart. With this, Walmart is currently planning to address the need for healthcare clinics in rural areas by creating clinics that offer dental, vision, general medical, and mental health expertise across the country in existing stores. In addition, these clinics also offer flu tests, checkups, and eye tests for customers.
It takes more than just great products or services to become closer to your customer. There is a great need for innovation, as well as an exceptional customer experience, to bring two together.
Publish Date: February 11, 2020
Charlotte Purvis is a speaker and communication consultant who has influenced an average of one million customer interactions each year for over 20 years. She consults, trains, and speaks on customer service, business communication, and leadership development for global companies, universities, and community organizations. She practices what she teaches as evidenced by nearly 100% of her engagements coming from repeat or referral business.
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