Seamless and Connected

The pandemic has accelerated innovation and digital transformation BUT the key to success of implementing these changes is having a seamless & connected customer experience.

According to Steve Lamar from AAFA: "seamless integration is really becoming the rule, it used to be the exception and we’re going to see a lot more of that.”

It's important that a retailer insists on a seamless end-to-end process and experience, from merchants in the back office, a sales person's buy-in on product selection and their visibility to inventory, and especially from a customer's perspective who is shopping across platforms.

My shopping experience a few days ago:

I bought some ink at Staples on Friday, shopped online, picked up curbside.

GREAT experience. Yay #BOPIS!

But I had bought the wrong ink and I have emailed them 3 times with no response (there was no other way to request a return/exchange).

As companies like Amazon and Walmart are reassessing the way that returns are managed or if it's even worth the cost of the return, retailers need to think about the end-to-end customer experience.

Cover all bases, do not leave a loose end like a communication breakdown push your customers away.

Do better.

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