3 Tips to Develop a Customer-Obsessed Organization

As e-commerce matures, merchants can no longer throw product on a website and expect it to sell. Shoppers demand great experiences! They return to retailers that provide great navigation, product excitement, and seamless transactions. Retailers can no longer be customer-centric – they have to be customer-obsessed.

What is the difference between customer-centric and customer-obsessed?

Customer-centric organizations focus on great experiences before and after the sale. According to the American Marketing Association, there are seven pillars to this strategy that include experience, loyalty, communications, assortment, promotions, price and feedback.

Customer-obsession extends customer-centric strategy with organizations constantly listen to customers and then continuously test, enhance and personalize the customer experience. Just as in romantic relationships, communication builds bonds. Merchants must solicit, listen to, and acknowledge shopper needs and desires. It’s a continuous process that strengthens the brand. 

Is your organization obsessive? Here are three tips on ratcheting up your marketing to develop a customer obsessed approach.

1. Practice and Implement Humility

Be a humble company! Humility plays a huge role in a customer obsessed culture. In order to make decisions, companies must focus on listening, observing, implementing the customer’s feedback into their strategy. Humility make customers feel valued. It gives them a voice in an ongoing conversation. And this adds up to a more fulfilling experience.

This can be quite a challenge for organizational cultures that are self focused.  In order, for your organization to become customer-obsessed, measure the customer’s experience. Customers are looking for entertainment and friction free mobile websites and applications. Is your company willing to give shoppers what they want?

2. Adapt Based on The Customer

Customers are changing faster than organizations. Customer’s are no longer satisfied to find what they want.  The new expectation is that the brand knows what they want before they walk into the store! 

The same can be applied to digital shopping. Consumers have high expectations for their mobile or desktop experience. They expect competent retailers to deliver fast load times, easy navigation, and mobile-friendly applications. In order to fulfill consumer needs, companies have to adapt and empathize with shoppers, to make the customer journey pleasurable and rewarding.  

In order for a company to adapt, their managers and leaders need to model customer obsessed behavior. Years ago the merchant Fred Meijer demonstrated this by buying all of his clothes off the racks at the hypermarket chain after him. Meijer customers felt like he was one of them, in tune with their needs, greeting them in the aisles of Meijer stores as he shopped alongside. 

Today’s digital merchants need to develpp specific plans, implementations, and the training that embraces customer-obsessive behavior at every level of the organization.

3. Simplicity is Key

Simplicity describes customer obsession. Be obsessed with the small requests.

For a simple example, customers want their time to be respected. Automated phone systems that put customers on long holds for what feels like hours are loyalty killers. Chat robots done well are a huge improvement. Customers appreciate responsive companies that treat them respectfully and efficiently.

In the past companies could get by with sloppy customer service, but those days are long gone! Now, customers have the upper hand. Retailers who treat them right earn loyalty.

In the end customers have developed more capabilities and are more educated when it comes to shopping. Social media facilitates the exchange of shopping notes between consumers, creating a multiplier effect for great and not so good experiences.

The merchants that win are those that obsess about great shopping experiences.

The Speed of Commerce

UP TO SPEED:

Ever watch a 15-25 year old navigate on their smart phone? They do everything at lightning speed, fingers flailing non-stop, as though life were an ongoing video game. During testing we record their web experiences in slow motion.  Otherwise their clicking and swiping are too fast to comprehend. 

They are shockingly impatient. Grab their online attention in two seconds or they’re gone!

RETAIN AUDIENCE:

Google data says that the average mobile page load speed is 15 seconds. By that time more than 80% of the audience has departed for faster experiences. For GenZers, the rate is even higher!

It’s imperative for digital marketers to push website page speed down to two seconds or less. At that point you are addressing 91% of the customers who hit the page. Three seconds later more than half of those potential buyers have left without any opportunity to see what you offer! And it’s doubtful you make their fave list. 

The first mission of digital merchants is to keep the horses in the corral. Show them something tantalizing and intriguing, the digital equivalent of a shiny apple, and they will stick around to see what goodies you offer. 

No sense building building beautiful mobile websites if most of your shoppers never see them render or become interactive!

IMPRESSIVE RESULTS:

The surprise is that the most promising solution (other than straight text) uses fullscreen mobile video, including an interactive layer for quick navigation and a shopping cart right in the video window. ClickChainz are coming in at 1.7 seconds, with another .4 seconds typical when a mobile shopping cart is included. 

Here’s a simple demonstration: http://d-flyers.com/web/viks/index.html.

What ultimately matters is conversions and revenue. Using high performance ClickChainz, the lift is at minimum 300%.  Subscribe here to receive product updates and case studies.

4 Video Marketing Facts That You Need to Know

So, you want to create a marketing video? Wait! There are some cold, hard facts that you need to know. Not all marketing videos are the same. It’s survival of the fittest, and only the best videos will boost engagement, conversions, and sales. Here are four video marketing facts that will change digital commerce forever.

1. The Average Shopper Has a Shorter Attention Span Than a Goldfish

Stuck in a sales slump? Perhaps it’s your product pages that are causing the problem. Shoppers don’t want to read lengthy product descriptions or click through dozens of images. The truth is, consumers have no patience and incredibly short attention spans — and they’re only getting shorter.

Research shows that the average attention span is now eight seconds — down from 12 seconds in the year 2000. The average attention span is now “shorter than that of a goldfish (at nine seconds),”points out AdWeek.

This is where good video marketing comes in. Using short and exciting videos to showcase your products is much more effective than posting still images and big chunks of black-and-white text on your product pages. As a result, the right videos will dramatically increase your conversion rates, improve engagement, and boost sales.

2. The Best Marketing Videos Last No Longer Than 10 Seconds

When it comes to video, less is more. Customers prefer short chunks of video that last no longer than 10 seconds — quicker than the time it takes to wash your face.

Research shows that you have just 10 seconds to engage your audience and convince them to purchase your product. After these 10 seconds, engagement rates decrease significantly, and shoppers are more likely to scroll down your page or hit the ‘back’ button on their browser.

3. Consumers Engage With Video Content More Than Other Mediums

Consumers actively engage with video content far more than still images and text. Seventy-one percent of shoppers think videos explain products better, while 58 percent are more likely to trust companies with videos.

Product videos, in particular, help consumers understand how products look and feel. Consumers can immerse themselves in the content and make smarter purchasing decisions. Using interactive video, shoppers watch short overview. If they like what they see, they can click down to product details.  Merchants can “connect with mobile users and give them a smooth, seamless shopping experience,” says Joy Lin, President of ClickChainz. “Our patent-pending technology loads videos in less than two seconds.”

4. Shoppers Don’t Want to Wait

Shoppers don’t like waiting for videos to load and take page load speed seriously. In fact, buffering reduces video watch time by as much as 39 percent, according to one study.

“The data shows that buffering is something to take seriously, and any publisher who wants to succeed needs to care about performance,” says video performance analytics company Mux, who carried out the research. “After all, the promise of the Internet is instant gratification, and the benchmark is broadcast TV. Why would people wait for a video to buffer?”

Experts predict that 78 percent of all video content played on mobile devices in 2018. This is especially true for mobile shopping.

If you want to convert more shoppers into buyers, consider deploying video at the speed of commerce!

3 Tips to Consider for Creating a Great UX

With brick-and-mortar stores focusing on digital shopping platforms retailers should be inspired to enhance their online user experience (UX), especially on mobile devices. Understanding what matters to your customer will set you apart from your competitors. With online shopping, consumers can’t physically touch or virtually try on your products so they rely on digital experience. Consumers want shopping to be pleasing and informative.

In this day and age consumers have developed little tolerance for friction during their digital journey. Good UX develops brand loyalty. If you have a great product but your online experience doesn’t appeal to shoppers, they will turn to your competitors. During market research we were astounded to see how quickly shoppers abandon sites they don’t like. 

Here are 3 things you should considering when building a great user experience.

1. Consumers Have High Standards

Content Square interviewed two fashion experts to find out their pet peeves when it comes to online shopping.

Long load times, broken links, poor navigation, and lack of information are some of the deficiencies that distress fashion bloggers Gitta Banko and Jessica Windle.

These are important concerns every retailer should keep in mind when looking to develop a simple and engaging mobile UX. Mobile shopping is more than getting shoppers to discover your website. It is about building that unique customer experience that reflects their wants and needs. 

2. Small Window for a Big Opportunity

In a recent study by Mobify, though the average mobile shopper will spend 5 minutes and 45 seconds on an online shop, 50% of mobile shoppers will spend less than 3 minutes before leaving. This leaves a small window for retailers to capture and engage their customers on their smart phones

So the question is how do retailers capture the consumer’s attention and enhance their mobile UX?

3. Consumers Love Videos

The answer is video.  HubSpot found that 72% of customers would prefer to watch a video to learn about a product or service. The barrier to wide adoption is the technical challenges that result in slow loading, unresponsive video experiences.

ClickChainz has re-engineered video specifically for mobile shopping. The experience is fast and responsive. The clips are short and exciting, resonating with shoppers like only video can do.

Navigation is built right in, so that shoppers can keep browsing our click deeper to see the details for any product. And when shoppers develop buying intent, transactions are completed quickly, right within the video window.

Customers love ClickChainz. We advise merchants to watch their customers during shopping sessions. What they observe is ClickChainz shoppers who are deeply engaged with enriched video that delivers personalized experiences, signficantly longer dwell times, and conversion rates that promise to transform digital commerce.

Virtual reality (VR) and augmented reality (AR) have a role to play, however limited. It’s fast and responsive ClickChainz, easily integrated into existing ecommerce systems, that will command the user experience for the next generation  of e-commerce.

What Will E-Commerce Look Like Tomorrow?

Let’s face it, consumers are seriously bored with static photos. They prefer to see products in action. Take women’s fashion, for example. Static photos show consumers what a blouse or skirt looks like, but videos provide customers with a 360-degree view of garments in motion. The excitement of models walking, spinning, and emoting creates excitement and purchase desire. It’s better than seeing an item on a mannequin in a brick-and-mortar store! Product videos are shaping the future of e-commerce. Here’s why:

1. Consumers are More Likely to Purchase a Product After Watching a Video

Research shows that videos boost sales. In fact, shoppers are up to 85 percent more likely to make a purchase after watching a video. But why? Product videos do what still photos can’t do — they let consumers immerse themselves in the content. Shoppers can view a blouse from the front, back and side, for example. They can view textures and details in the fabric. They can imagine themselves wearing the garment.

I prefer videos to static images because I get to see what a product is really like before I make a purchase.

2. Consumers are More Likely to Share Videos Than Still Images

Did you know that video generates 1,200 percent more shares than both text and still images? Consumers love sharing videos on platforms like Facebook, Twitter, and Instagram. These shares expose products like women’s clothes to a wider audience and encourage other social media users to like and comment on the content.

“Consumers prefer to interact with video versus text or static images,” says the American Marketing Association. “Just look at social media flocking to GIFs, Snapchat and live streaming on Facebook and Instagram.”

3. Mobile Users Love to Share Videos

Videos are much more effective than images on mobile devices, too. A massive 92 percent of mobile video viewers share video content with other people. Companies who create effective product videos increase brand visibility, attract more customers to their product pages, and boost sales.

There is a problem, though. Slow and unresponsive mobile websites can limit the effectiveness of product videos. Research shows that more than half of all consumers leave a mobile website when a video is buffering — a phenomenon known as “buffer rage.”

It’s not just slow videos that cause a problem. I find that some mobile websites just don’t display product videos properly. Often, videos are too big or too small for my screen, making it difficult to watch the content.

What’s the Solution?

ClickChainz has re-invented video, specifically for e-commerce. Patent-pending tech delivers speed, interaction, data, and transactions right within the video window. ClickChainz provides mobile users with a smooth, seamless experience that utilizes full-screen motion, game-like interaction and the atmosphere added by sound.

ClickChainz loads in 1.5-1.7 seconds, providing mobile load times that rival the fastest on the Internet. They are far faster than any other video based media, making for a superior experience that millennial and Gen X shoppers love. The result?  Higher conversion rates and more sales.

Video is fueling the future of e-commerce, especially on mobile devices. Consumers prefer to share videos online and are more likely to make a purchase after watching video content. Long, slow-loading videos don’t cut it, though — shoppers demand a rich but speedy online experience.

Want to target millennial and Gen X shoppers with the latest high-speed video technology? Click hereto find out more about ClickChainz and how you can transform the way you market your products on mobile devices.

Are Shoppers Happy With Their UX?

Are shoppers happy with their user experience?  It’s common for us to hesitate at the digital point-of-purchase. We don’t know how the product will fit, feel, or function. In brick and mortar stores, you usually have a better understanding.  At least you can try apparel on in the dressing room!

Shoppers are raising their expectations for online shopping. 

Over the years, consumer expectations have increased. According to Business Insider, 64% of consumers worldwide are saying that their expectation for online shopping experience has increased, with 53% responding that companies aren’t meeting their expectations for great shopping experiences.

It’s common for us to hesitate at the digital point-of-purchase. We don’t know how the product will fit, feel, or function. In brick and mortar stores, you usually have a better understanding. At least you can try apparel on in the dressing room!

Relationship Built

Francesca’s is my favorite boutique. I find unique seasonal clothing that I can’t find anywhere else. Their sizing is consistent, which gives me a high level of comfort. When I click the Buy Now button, I’m reasonably certain that I’ll like what I get. Who wants to go through the hassle of returns?

It took more than a year to get to that comfortable relationship, with friendly and seemingly caring customer service the great lubricant, placating me when I received items that didn’t work, and recommending solutions when I was frustrated. Accurate descriptions and photos were an essential part of their offering.

Now I have a better understanding of the materials they use, the feel, the care required, and how their clothes move across my wide shouldered, long legged body.

Would I persist for a year today? Do I have the patience to go through the initial struggles with sizing and understanding the brand? Not necessarily! A few years later there are more options and better fashion presentations. My expectations are much higher in 2019 than when I started shopping at Francesca’s five years ago!

Big Retailer, More Challenges.

Macy’s sells a variety of different brand name clothes including Michael Kors, American Rag, and hundreds of others. It’s a great place to shop when you need a wide variety of options.

When I needed a new party outfit this past summer, I logged onto Macy’s to search. I found a really nice printed two-piece set, perfect for the summer event since it seemed light and flowing while maintaining an appropriately reserved appearance.

The outfit’s brand was called BCX, a unknown name to me. Comparing my measurements to the model’s, our heights were the same, but her waist and bust sizes were a bit smaller. I ordered my normal size for the bottom piece and a larger size for the top, expecting a good fit.

The box arrived the day of the event. I unpacked it with excitement, anxious to try it on!

The bottom part fit perfectly. However, the top piece rode up towards my chin whenever I moved my arms, despite ordering an oversize piece!

In a photo the model looked like she would be able to move easily and comfortably. That was only half true! The bottom piece worked but the top piece, which I expected to be wonderfully light, was actually uncomfortable, and unusable. Fit was part of the problem, but the stiff and unyielding material was a surprise!


Customer Expectations Need To Be Met.

Our expectations for digital shopping are growing. When we shoppers suffer box open disappointments, it affects our relationship with the brand. It will be a long time before I return to macys.com!

Retailers need to find a way to enhance our experience and more accurately portray the functionality of the product.

Is this an outfit that is designed for comfort? Will I feel confident in it? Will it look natural or awkward when in motion? Is this article of clothing designed for a mannequin or for an active woman who is constantly moving?

The use of static photos gives shoppers minimal understanding. Even when an item is portrayed from many angles it doesn’t give us a true sense of how it behaves in action. There is a reason that only a small percentage of items in e-commerce shopping carts are actually purchased. We hesitate to complete transactions because we aren’t convinced that the product is the right choice.

I’m an advocate of video for e-commerce. When I see an outfit in motion, I’m much more confident about how it will work.

Give me the customer service of Francesca’s, the wide variety of Macy’s, and the reality of products displayed in motion. That’s the website where I will do my shopping!