How Retailers Like Warby Parker Provide a Great Customer Experience
By Tricia McKinnon
An enhanced customer experience has a favorable effect on both brand loyalty and sales. According to an eMarketer report, 79% of consumers say that experiences are just as important as a brand’s products and services. While retailers are aware of the need to provide a great customer experience, many struggle with exactly what experience is best for their customers.
In general, providing personalized products and services, focusing on convenience and engaging with customers through social media in creative ways are three pathways to success. Here are three examples of brands that are providing great a costumer experience that can provide insight into what your company should focus on next.
1. Enhance personalization. In the age where the customer experience is king, personalization is winning. Customers crave experiences that are tailored to their specific wants and needs. What are the ways retailers can jump on this trend? Digital native brand Warby Parker may have the answer. It has an online quiz that customers use to find the best style and fit of glasses for their face. This a great example of a personalized product. After using the quiz the customer knows exactly what glasses are best suited for him or her. Warby Parker is not the only brand that uses quizzes to serve its customers better. ThirdLove and Stitch Fix are two of many direct to consumer brands that quiz customers to ensure that products meet their customer’s needs. While this is a critical experience to provide for an online brand where the customer cannot try out the product in advance more traditional retailers could also benefit from adding a feature like this to the buying process, especially for eCommerce sales. This type of personalized experience creates a deeper connection with the consumer and increases customer loyalty.
2. Focus on convenience. Customer convenience is an often-discussed buzzword. But what does great customer convenience look like? Nordstrom is a retailer that has made a lot of progress in this area by implementing a number of services that make the process of purchasing a product simple and seamless. For example, customers can reserve an item of merchandise online that they will then try-on when they arrive in store. This makes the customers’ shopping trip more efficient. It is also a great example of a multi-channel shopping experience where the customer starts online and continues in-store seamlessly, thus reducing churn.
Similar to other retailers Nordstrom emphasis on convenience is also demonstrated by allowing customers to buy online and pick up orders in store. In Nordstrom’s men’s store in New York it also has also added services such as shoe shining, phone charging, and haircuts to add to the convenience factor. Nordstrom is also pushing the convenience factor by allowing customers to pick up orders 24/7 (whether the NYC store is open or closed). Nordy loyalty club members can also schedule to have their orders picked up at a certain time and a sales associate will walk to the customer’s car to give them their order.
3. Use social media in creative ways. Back in 2015 Domino’s launched its “tweet-to-order” service. To order by tweet customers must first create an online account with Domino’s and save their favourite Domino’s order. Once complete customers can order by tweeting @dominos the pizza emoji. Upon receipt of the tweet Domino’s tweets back confirmation and the order is placed. This can all be done without the customer having to speak to a customer service agent. Speaking about the initiative in 2015 CEO Patrick Doyle, said "It's the epitome of convenience." "We've got this down to a five-second exchange." At launch 50% of its orders were generated across digital channels. The goal of this initiative was to cater to time starved tech savvy millennial customers.