Customer engagement and retention in fashion? A matter of... omnicanality

REDAZIONE
11/06/2021
In brief
Today the customer has available many channels of contact with the brand: the physical store, e-commerce, social profiles, apps and customer care services. The success of the brand consists in the coordination and integration of the different channels to create an ecosystem within which the channel-less customer finds a satisfactory response to his requests and in which he is encouraged to return.

The post-pandemic consumer is now channel-less and what he is most looking for is a customized, fast and as engaging customer journey as possible. So, what can fashion brands do in terms of customer acquisition and retention?

The digital transformation speeded up by the pandemic has disrupted old habits to introduce a new way of making purchases: the customer, subjected to many stimuli and stresses, expects brands to provide a valuable customer journey in response to his needs, possibly pleasant but above all fast. Brands must be able to meet this demand for continuity, speed and consistency between all touch points of the various channels.

Today the customer has available many channels of contact with the brand: the physical store, e-commerce, social profiles, apps and customer care services. The success of the brand consists in the coordination and integration of the different channels to create an ecosystem within which the channel-less customer finds a satisfactory response to his requests and in which he is encouraged to return. A practical example of successful synergy between the various channels? Click-and-collect first and foremost, intended as purchase at the physical point of sale and home delivery of the product and on-demand deliveries.

Omnicanality is not now only a constant customer request, but it is also an opportunity for fashion retailers, provided they are supported by the right IT infrastructures. The customer must know that, regardless of the channel which he chooses to contact (e-commerce or shop), the response of the brand will be as personalized as possible and in line with his requests and this can only occur through the collection and uniformity of data, essential for the customization of the shopping experience, in-store or online.

Technology, in fact, offers the best support for managing the various touch points with the customer and the different target categories. In the world of fashion retail, the value of data is enormous and is the main driver on which to set business strategies to be successful, as they are the main gateway to customization. For example, on the online store it is possible to build on the history of purchase, the tracking of the pages visited, the products put on one side in carts and never purchased, the requests made to the virtual assistant, the contact centre or via chatbot. All represent a huge pool of data for analytical revision in order to improve the shopping experience. On the other hand, business intelligence and analytics functions not only improve the relationship with the customer but also ensure a successful retention because they allow a more timely user profiling in addition to the creation of a database for building and developing the customer relationship and the sending of targeted marketing communications. In turn, customer loyalty is a step that takes place only when a successful customer experience is implemented, also through CRM activities and sales assistance in the various moments of the purchase process. A virtuous circle, in short.

All this makes the technological infrastructure the best ally for achieving the success of the brand: engaging the consumer and retaining him is more complicated if he has many options and alternatives at his disposal. For this reason, designing and developing a multichannel strategy and relying on the right infrastructures is essential to remain competitive.

CX – COMMERCE EXPERIENCE: the right choice for the omnichannel retailer


Venistar CX
(Commerce eXperience) is the omnichannel digital platform capable of integrating existing business systems and enabling the use of new tools and the creation of new services. To offer new services to the digital globe shopper it is not enough to just add a new tool or some extra features to the management system in use. It is instead necessary to have an advanced digital platform able to effectively support the omnichannel innovation and that makes access to the business systems simple and immediate. Venistar CX is just that: it allows to overcome the constraints of traditional IT management processes. It is therefore possible to enable the constant transformation of the purchasing cycle in a context common to all physical and digital touch points, which can exploit virtual assistants, augmented reality, voice shopping, machine learning and predictive algorithms. Venistar CX therefore acts as an omnichannel control and stock management centre to optimize the availability of products in direct and indirect physical and digital channels, enable the activation of new omnichannel services to the customer and allow sales staff and customers to interact online and offline without space and time constraints, creating new business opportunities.

White Paper - KPI Retail: ecco come misurare vantaggi e ritardi competitivi