“It’s not the fittest, nor the most intelligent that survives. It is the most adaptable to change.”
This is a statement that has been widely attributed to Charles Darwin, a man best known for his scientific theory of evolution by natural selection. But as digital continues to disrupt sector after sector, his words are just as relevant for business today as they are for the very existence of life as we know it. Retailers must transform and change as their customers transform and change. It is time for all of us to have a digital transformation.
Digital transformation is the integration of digital technology into all areas of a business, resulting in fundamental changes to how a business operates and the value they deliver to their customers. Digital transformation is forcing companies to change their business models and adapt to the new market reality. What’s interesting about this is that it’s not the companies that are driving this change. Instead, this change is being driven by the customer. Today, customers expect relevant content in relation to what they’re doing anytime, anywhere and in the format and on the device of their choosing. It’s their journey that dictates your strategy.
In order to keep up with this new kind of “always-connected” customer, your business must embrace technology to deliver an unmatched customer experience.
Here are three ways to start a digital transformation to help better connect with your customer:
1 – Validation, Customer Testimonials, and Reviews
Consumers use the affirmation of others to inform what they choose to buy. That’s what psychologists, sociologists, and now marketers, call social proof. When’s the last time you bought something without looking at customer reviews, asking someone for their opinion, or checked out a review video on YouTube?
According to a 2018 report from SEO Tribunal, up to 81% of smartphone users research products and services with their phones. They look for recommendations, testimonials, opinions and reviews. Displaying your reviews and actively reaching out to customers for their feedback can help drive social proof.
2 – Seamless and Responsive Navigation
MOBILE FIRST. Everyone knows that mobile is how a majority of our customers engage with our digital content. I am guessing you think I am going to be talking about websites. Right? Wrong… If your website isn’t mobile-first than we have bigger problems and need to talk ASAP on how to update that. When you hear mobile first you need to think across all aspects of design and layout.
- Is your digital video going to look good on every screen.
- Is the PDF of your direct mail posted on your website going to be the easiest to read and get your point across?
- Are you following correct image sizes for specific platforms?
Simply having a responsive website doesn’t make you mobile. It needs to be a fundamental shift in how you act and design.
3 – Accessible Calls to Action
Don’t make it hard for your customers to engage with you. Give her multiple ways that she can choose to communicate with you.
- Live chat
By giving the power of communication to the customer you’re setting yourself up to win from the start.
In today’s fast-moving, always-connected and always-on society, companies must implement a digital transformation strategy if they haven’t already. By getting ahead of the game it allows you to compete in an online retail word and gives you the opportunity to engage modern buyers, and deliver on their expectations of a seamless customer experience regardless of channel or place.