With so many products and services in the digital era, where anyone can open their own business in the e-commerce world, authentic content delivery is one of the main strategies for attracting and retaining customers. This is where the digital customer experience (DCX) starts.
DCX involves creating marketing assets capable of optimizing your e-commerce, providing shoppers with an immersive and customized experience. It can be defined as every interaction which your brand offers to the customer, both during and after the shopping experience.
In McKinsey’s “The value of getting personalization right – or wrong – is multiplying” report, released in November 2021, 71% of respondents say they expect companies to provide customized interactions, and 76% feel frustrated by the absence of this kind of experience.
Another important aspect of DCX is intimacy with the client, which can improve perceptions of your brand, while boosting customer satisfaction and retention, keeping you ahead of the competition.
Make sure to survey your target market, in contexts where customers feel comfortable sharing their opinions about the buying experience, and the product or service itself. This will help you to co-create a new customer digital strategy.
The digital experience goes beyond digitalizing one’s service, focusing on how users interact and connect virtually with brands. Therefore, your business’s strategy must have the client as its focus, to provide an excellent shopping journey using new and innovative selling approaches.
With the help of creative design, your brand can afford to provide a more realistic experience. Visual resources can bring real-life aspects to the screen, like trying on an outfit in a fitting room, and having a 360º view of the product while listening to ambient music.
The Artificial Intelligence trend is already a reality for many fashion brands. This technology is capable of analyzing consumer behavior, and providing valuable insights.
In a recent study, Snapchat reports that 96% of its Generation Z respondents are interested in using augmented reality (AR) for shopping. Among other things, this tool has been used to decide what color to paint walls, and where in the room a piece of furniture will fit best. Or just to have fun with a social media filter.
The study also showed that 90% of respondents are interested in using AR to try on makeup and clothes virtually. According to Statista, features like this are used not just by Gen Z, but also by Generations Y and X. Statista also reports that 61% of online buyers prefer to buy on sites that use AR, while 63% believe that this technology enhances the digital experience.
Consumers can now use technology to try out services and products in the comfort of their own homes before buying them.
Primary elements such as site crawling, self-service, accessibility and on-page SEO should also be a part of the journey, and of customer experience strategies.
A practical example is the intelligent ChatBot, which can give quick, customized answers for each situation, simplifying and improving customer-service. A simple, uncomplicated app is another good way to provide a strong digital experience for your customers.
Make sure to analyze the characteristics of the sector you work in, study your target market and keep your actions consistent. Studying the competition and assessing what is working and what are key to investing in digital customer experience.
There is no definite answer as to which strategies will work for your company, but remember that facilitating communication, robotization, personalized experiences and innovative technologies should always go hand in hand with humanized interactions, and center on the quality of the client relationship, to generate confidence and well-being.
