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Is your customer experience approach constrained by your IT?

Posted on 27th June 2019 in category Blog Retail

Enabling in store endless aisle and immediate sales conversion.

Imagine if at every point of customer interaction with your brand, you could offer the free services of a personal shopper? The personal shopper takes care of every customer whim, their desire for consistent information at all times and hand holds them through the purchase process, ensuring a far higher purchase completion rate.

At Enactor we firmly believe that customers should dictate their journey with your brand, not your IT infrastructure. Of course, that’s easy for us to say and it can be a little more difficult in the real world.

But it needn’t be, web services have enabled huge amounts of flexibility in collating, dissecting and presenting information and transactions in order to facilitate ANY customer journey.

The perfect shoe (journey):

What could that mean for a specific customer journey? Let’s imagine that we have Anne, who is in store looking for some new shoes. Tablets are available in store for Anne to look at extended ranges, over and above what’s on the shelf or in stock.

Anne’s busy, so she wants a fast experience, but she’s also picky, and knows what she likes.

What Anne is browsing on the tablet is a combination of information, from the e-commerce site, from internal and external search engines, real time inventory information, promotional updates and a cross and upsell engine – all connected via web services from a single platform across many different applications.

This provides a rich set of information which will make it far more likely that Anne will find something she likes, that it will be available for her to buy in store or to place an order.

Building the order:

Anne can begin to build a wishlist, or a basket right on the tablet, creating or logging into an account, or as a guest. As she adds items, relevant promotions are calculated, and sizing can be automatically applied.

Inventory is included from instore, other stores and from the warehouse giving Anne a real time view of exactly what her options are.

Anne can move from the store table to her mobile device, and all of her activity is remembered and displayed, including recent searches.

Previous transactions are assessed and relevant rewards and offers are applied to the basket.

Checking out:

Anne decides to talk to an associate to place the order, the sales associate can easily find Anne’s wishlist or basket to assist her in completing the order on their own device.

The associate confirms the stock and brings out shoes for Anne to try on, after issuing a ticket to the stock room.

Once Anne has selected her styles, the associate converts the basket to an order and completes the transaction, reward points are assigned and Anne goes on her way.

This is just one example, what’s critical to take away is that at no point did Anne bump into something that didn’t allow her to move forward. Alternative inventory availability scenarios were presented, she was able to move seamlessly between devices and she moved easily between assisted and non-assisted service points.

If you’re looking to improve how customer journeys are facilitated with technology then please get in touch.