The pandemic has changed the way we transact. Cut off from our ability to shop and interact physically due to global lockdowns and travel restrictions, most of us have accelerated the extent to which we conduct our lives online – in a bid to stay connected. And your customers are no different.
As online behaviours have become increasingly sophisticated, consumers’ expectations have also increased – with most now demanding frictionless online experiences that deliver highly personalised offers. A recent study by Salesforce revealed that 66% of customers expect companies to understand their unique needs and preferences, in turn delivering an optimal customer experience. The increasing digital influence on customers’ purchasing decisions is resulting in consumers today being far less likely to choose in-store shopping if there is a compelling online alternative for transacting available.
In other words – this shift to enhanced online experiences has become the norm, and this isn’t going away anytime soon. The growing digitisation of customer interactions means understanding online behaviour is more important now than ever; and businesses who invest in managing their first party data today will have an advantage over competitors tomorrow.