Businesses need to adapt to evolving customer behaviour and offer consumers new ways to interact with products and services, according to Richard Jones at Groupon UK and Ireland. Writing in MobileMarketingMagazine.com, the Vice President of National Accounts for the online company, argued that organisations needed to respond to the shifting landscape in order to meet the demands of shoppers.
‘Marketers must consider how to make their shop’s offer stand out to deliver better value, quality and customer service,’ he commented. ‘By acting on what customers want, shops can enhance the customer experience and boost sales.’
During the opinion piece, Jones outlines a number of emerging trends for businesses to be aware of, including self-service, mobile payment and a personalised in-store experience. He draws on a piece of recent Groupon research which analysed customer preferences during shopping, finding that 37 per cent of consumers want more self-service facilities, while 58 per cent still want to businesses to offer a personalised shopping experience.
As a result, Jones stresses it is vital for businesses to incorporate emerging technology trends into stores in order to meet a change in consumer expectations. He draws on Apple as an example of a company addressing this challenge, stating, ‘ [In Apple stores] technology is enhancing the customer experience, but the all-important personal touch is maintained.’
Meanwhile, the piece also explores the demand for companies to link customer mobile habits with their in-store processes, stating that shops need to adopt ‘a mobile payment option that provides a seamless and secure customer experience.’
However, while Jones highlights futuristic in-store advances such as hologram projections, he also agues the need for businesses to offer a consistent customer service. He states that ‘providing a personalised customer experience is still seen by customers as critical, and should not be replaced by technology.’
“Customers want to emotionally connect with the brand, talk to experts and physically see and touch products,” he adds.