By now, many retailers are well into 2021 planning, with COVID-19 considerations top of mind.
While the pandemic will guide many retail strategies in the coming months, from what merchants stock to how they design and staff stores, there is another critical--and related--trend to follow.
As part of Afterpay’s efforts to help our retail partners plan for 2021, we spoke with consumer expert Martin Newman. His #1 piece of advice for retailers: put the customer front and center in the year ahead.
Why? The pandemic has highlighted the human aspect of retail. More than just an industry driven by products and sales, the experience of shopping and the people involved in that experience have become even more important. From providing employees with PPE to implementing curbside pickup for customers, retailers have learned that without putting people first, they may not be in business.
For some retailers, this customer-centric approach is nothing new. Others may face a learning curve as they navigate a radically different retail experience heading into the new year. No matter where merchants fall on this spectrum, the following insights can help guide customer-first businesses.
1. Start with employees
Without a workforce empowered to make decisions with the customer’s best interests in mind, retailers won’t be able to be truly customer-centric. Newman suggests merchants step away from rigid employee handbooks and instead take a values-based approach to customer service. Educate employees on appropriate levels of flexibility so they are well equipped to balance company policies with customer empathy in the course of their jobs. Not only does this make for happier, more loyal customers, but it gives employees a sense of ownership and pride in their roles.
2. Be where customers are
Today’s shoppers are looking for an omnichannel experience that allows them to shop and checkout across platforms--including in real life. Shoppable social media ads, streamlined mobile sites, and “BOPIS” (buy online, pick up in store) approaches all give customers added flexibility and freedom in the shopping experience. It’s important to keep in mind that an omnichannel experience can be frustrating without seamless integration with a retailer’s main eCommerce site and in-store experience. Customer accounts, rewards programs, payment and shipping options should all be consistent across platforms.
3. Make it personal
More than a customized email, customers are seeking true personalization in the brand experience. This spans communications (such as curated shopping lists based on preferences and past purchases) to promotions. More than just selecting to receive specific promotions or newsletters, allow shoppers to choose how they interact with the brand. Some prefer emails; others prefer SMS. Local customers may want to know about in-store promotions or events, while others are only online shoppers. Wish lists and curated feeds are an excellent way to keep customers engaged and coming back to revisit and share those “someday” items.
4. Think like the customer
It’s helpful to evaluate a customer’s decision-making process to determine where customer centricity can be built in or enhanced. What makes them click on your add or visit your website? Browse and add items to their cart? Complete check-out? And, what makes them come back? It may seem basic, but simple things like offering free shipping for smaller order sizes or expedited delivery around holidays and peak seasons let customers know you’re putting their convenience--and wallets--first. Ensuring the checkout experience is seamless across platforms is critical, too. If a shopper adds an item to their cart via a social ad, they should be able to log in online and see the same cart.
5. Give them ownership
Today’s customers want a relationship with the brands they love. Too often, retailers make those relationships one-sided. Without giving customers ownership over the entire brand experience, retailers risk losing customers to competitors. Increasingly, customers are also seeking more flexibility over how they pay. Offering buy now, pay later options like Afterpay empower shoppers to spend on their terms, and frequently result in larger cart sizes and more return shoppers. It’s for that reason many Afterpay customers start their shopping journey through our Store Directory--so they know they’re shopping with brands that put their interests first.
Put your customers first with Afterpay. To learn how to join our growing community of retailers and access some of the world’s most valuable customers, reach out to our team by clicking here.
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