With the holiday season fast approaching, brands are eager to offer customers the best deals possible with the hope of winning their loyalty. From retail to telecommunications to restaurant chains, numerous industries strive to stand out from the competition. But just what does it take for consumers to choose your brand over others? These days, you need to offer them more than just great deals. Here are five ways to win customers’ hearts and urge them to choose your brand.
Many people will tell you that customer experience has gone digital. Indeed, a Big Commerce study states that 51% of Americans prefer to shop online, and a whopping 96% of this demographic has made an online purchase in their life. However, brick and mortar stores are far from abandoned. A RetailDIVE study found that 62% of consumers prefer shopping in-store rather than online because they want to see and try out products before making a purchase. The question is not whether to focus on stores or the digital experience. Nowadays, customers need your brand to bridge the gap between the two. For example, allow customers to make purchases on your website and pick up in store if they wish. Furthermore, offer the same benefits in-store as you do online, such as the same discounts. Make sure that customers are able to browse and shop seamlessly no matter where they choose to interact with your brand.
Sometimes, brands offer exceptional sales events with the promise of heavy discounts. The trouble is that most of the time, not all products are discounted, leaving some customers thrilled with a great deal and others completely left out. Instead of luring customers with big offers, focus instead on giving everyone discounts on the products they really want. For example, consider giving them 20% off any item of their choice for a limited time. This way, everyone can benefit from your sales event and feel that their money is going toward a purchase they actually want to make.
There are endless ways to personalize each customer experience, and it’s absolutely worth the effort. According to Salesforce, 64% of consumers want personalized offers from retail brands. Give customers tailor-made experiences with the aid of artificial intelligence, such as assistance during the online purchase process, customized recommendations based on research and purchase history, and marketing offers based on the customer’s location.
Customers will always choose convenience. If your brand consistently offers effortless experiences, you are far more likely to attract and retain customers. For example, sending timely live chat invitations on your website, using chatbots to help mobile customers, and offering an easy checkout process both online and in-store are ways to make shopping both painless and enjoyable. The less customers have to figure out your brand, the more they will be willing to support you.
Giving customers that extra “wow” factor is a sure way to make them notice you. When retail locations show in-store demonstrations of products and offer small gifts, customers are more willing to stop by. This kind of attention tells them that you understand their need to see products before buying, and it simultaneously shows that your brand cares to reward people just for coming to the store. The same is true with the digital experience. When you provide free shipping or offer to gift wrap items proactively, for example, customers save time and effort. A little bit of extra effort can go a long way toward surpassing expectations—and winning loyalty. Customers have many choices nowadays. To lead them to your brand, you need to stand out and offer the greatest overall value for their spending.
