Customer Loyalty 4.0

Sep 10, 2019, 325 views

In the Consumer Age 4.0, either companies incorporate a unified model to do business or they will definitely get the "leftovers" from those who have invested in breaking down the barriers between the physical and virtual universes (desktop and mobile). The omnichannel concept is precisely this: the convergence of information, processes and experiences in multi-channel, where the consumer can make the purchase, whether in physical store, e-commerce, application or social networks.

Today, ⅔ of the world's consumers already buy using different channels and spend an average ticket 3.5 times higher compared to the experience on a single platform. The data comes from the National Retail Federation (NRF), considered the biggest event of the world retail.

For the success of an operation under this rule, the first point is to put itself in the place of this consumer 4.0. We are talking about a customer who is widely connected, informed and looking for products and companies that dialogue with their individual values. And to meet this range of requirements, the market needed to evolve.

In a multichannel experience, channel communication was not a basic requirement. There was a risk that one medium would not have access to the information of the other and vice versa. In practice, if someone bought a product in e-commerce and went to change in the physical store, would probably find barriers to verification, registration or, even worse, competition between channels.

With omnichannel, databases are integrated and benefits are passed on to other business points, such as organization and inventory planning. You reach the principle of "infinite shelf", where physical operating points can also access inventory from the online environment. That is, if the consumer wants a product that he does not have in the store, the seller can make the purchase through e-commerce and give as a choice the withdrawal in the own unit or the delivery in his house.

The seller's mindset also changes by having technology in hand for new sales opportunities and increased average ticket, all of this, from the offer of different options of purchase and withdrawal of the product. Not to mention the new models of commissioning and fiscal practices that allow an operational gain in agility and in cost with logistics.

From the omnichannel strategy, the shopping journey becomes more dynamic, agile and complete and the chances of abandonment of the cart decrease considerably. By adopting it, the percentage of withdrawal from the purchase, one of the main bottlenecks of electronic retailing, falls by an average of 82%, according to the study E-commerce Radar 2018, conducted by the consultancy Neoatlas.

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