Online Fulfilment and the Question of Customer Engagement

Shoppers today expect to be able to interact with brands how they want, when they want and where they want. And when retailers offer experiences that work for their shoppers, they build relationships that work in the long term. For brands to get it right, they need to integrate shopper data into the experience. As mobile has changed, social media has also moved from a simple marketing channel to a customer experience channel. Customer experience has now become a new way for brands to gain competitive advantage. But if retailers can now reach their audience through various channels, customers can also constantly access their favourite brands. That means that it is also more difficult for retailers to follow up and personalise feedback every time. For Online Fulfilment, the question of engaging customers is therefore a central preoccupation.

The Importance of Hyper-personalisation for Online Fulfilment

Hyper-personal marketing has a lot of potential: basket recovery, mobile coupons, browse recovery, subscription-based orders, automated product recommendations and so on. For marketers, reactive messages are at the centre of everything. For instance, cart abandonment messages reminding customers of the products in their cart and providing an incentive are a great option. But the most effective basket and browse recovery emails include past shopping sessions, purchase history, personal reviews and physical location. Running personalised campaigns is definitely important in order to increase brand loyalty, customer engagement and sales.

By 2020, 2/3 of online transactions will take place via mobile devices according to research from OC&C, Google and Paypal. With easy access to social media feeds, reviews, ratings and price comparisons, smartphones shoppers now expect responsiveness and fast results. Overall, email is shoppers’ favourite channel to hear from retailers and brands. For email platform provider Bronto, retailers see strong conversion rates when they send regular emails to their customers.

online fulfilment

Customer engagement: the changing relationship between stores and online

Creating engaging content in order to give a sense of connection with the brand is key for retailers. Indeed, for retailer Asos, it is great content that “makes us much more than just a place to shop”. They even add: “By becoming a fashion destination offering a unique customer experience, we turn a sale into a loyal customer who returns to us frequently”.

But, in terms of retail, the success of stores online also means that physical shops are not as popular as they used to be. According to research, online shopping is set to see the closure of up to 50% of existing high street stores by 2030. But stores still play an important part in the shopping experience, and will continue to do so in the future. To stay relevant, shops have to be part of the crosschannel shopping journey, such as click and collect. At Fulfilment Logistics, we care about providing the best Online Fulfilment and always go the extra mile for our customers.

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