Currently, at least 90 percent of people use multiple screens in an average day. Because we tend to frequently switch between our desktops, tablets, and phones, wouldn’t it be great if our data and experiences were in sync across all of our screens and devices?
Although differentiating your brand from competitors’ based on price is challenging, brands can stand out by building a unifying Web, mobile, and in-store experience—personalized to each and every customer. This experience-driven approach appeals to customer habits and timelines.
Engagement can happen anywhere, regardless of the customer’s activity or location. Providing compelling experiences at the right time and place is crucial to capturing the customer’s undivided attention and closing the sale.
Consider the following scenario:
An avid shopper lounges on her living room sofa with her iPad, browsing new outfits in her favorite online store. On the store’s homepage, the shopper watches an entertaining video about must-have fall looks. While the video is playing, she taps once on each of her favorite outfits in the video to read product reviews. Then, she taps on each outfit again to read the product details and view larger, more refined photos. Upon clicking, she adds the items to her cart.
Excited about the new fall collection, the shopper pins her favorite outfits on Pinterest. Her friends and family view her pinning activity on their Facebook newsfeeds and click on the thumbnails to explore larger images of the collection.
Her phone rings. It’s her friend inviting her to go shopping. Arriving at the mall, the shopper and her friend zip off to her favorite online store’s offline counterpart. She asks the in-store associate to find the outfits she adored in the video and, while waiting, wanders around the store and into the shoe department.
Finding a pair of boots she loves, the shopper uses her smartphone to scan the QR code on the tag. Once her smartphone detects her current location, it shows her a product detail page for the boots, catering to both her smartphone screen size and her in-store location.
The associate returns with the outfits and sets up a fitting room. Double-checking, the associate asks for her pant size. Through a Facebook sign-in on the store’s mobile site, the shopper retrieves her customer profile to ﬁnd her saved clothing sizes and order history. “Yes, thank you, you got the right sizes!” she proclaims.
At checkout, the point-of sale (POS) system automatically detects the shopper’s phone and brings up her purchasing history on the screen. The system also alerts the sales associate that the shopper just scanned boots in the store and that she’s earned a loyalty reward. The associate congratulates the shopper on earning a discount that could be applied to the boots. Elated by the news, the shopper cannot resist adding the boots to her purchase.
The scenario depicted in the video is just one of many possible customer journeys across multiple screens. Through these omnichannel experiences, customers can discover and shop their way and on their own time.