By: Zee Aganovic
Have you been feeling anxious lately? You’re not alone.
We are at the dawn of a new industrial age called the experience economy, which is rapidly forcing ecommerce businesses to transform how they think and act. Not just because customers are seeking to buy experiences over tangible “stuff” today, but because it’s a matter of survival.
According to a Walker study, “By 2020, customer experience will overtake price and product as the key brand differentiator.”
To help you compete in the future, here are the ecommerce customer experience tools you need to master the art and science of acquisition and retention.
What Is Ecommerce Customer Experience?
Providing an exceptional ecommerce customer experience involves creating relevant, meaningful, and memorable events for customers which in turn, translate into increased brand loyalty and positive brand favorability.
Today, these events happen primarily online — through on-site, multi-channel and omni-channel buying experiences. However, they also apply to post-purchase experiences both online and offline, including:
> Customer retention campaigns
> Unboxing experiences
> Customer support
> Pop-up shops and live retail events
> Product experiences themselves
For example, Apple is a master of staging memorable online and offline customer experiences via highly publicized and anticipated new product announcements and launches, beautiful retail store designs (think the Apple Cube in NYC), helpful online and in-store customer support delivered via “geniuses,” and the simple and intuitive user experiences of its software and technology products.
Ecommerce is at the forefront of the new experience economy where memorable events become the product. Why? Because ecommerce is an agile medium that makes it easy to create better buying experiences (“the art of customer experience”) and quickly get measurable customer results (“the science of customer experience”).
That’s why we are seeing a proliferation of analytics, testing and personalization technologies to help merchants influence people’s emotions about their brand. But emotions are very personal and are highly influenced by many factors that change over time.
Read More >> https://www.shopify.com/enterprise/ecommerce-customer-experience-acquisition-and-retention
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