Editor’s Note
Today’s customers, particularly younger generations, are charting their own paths, seamlessly blending digital and physical channels. They don’t want hand-holding; they expect tools for effective self-service. This shift is setting the new standard for customer experience.
Customers want to determine their own customer journey and autonomously switch between physical and digital channels at any time. This is especially true for the younger generation: While Millennials and Gen Z use an average of 3.6 and 3.3 channels respectively in their customer journey, the 58+ generation uses only 2.3 channels.
Gen Z and Millennials are also the ones who set the standards for tomorrow and expect even more convenience and time savings when shopping.
Retailers should make switching between channels as easy and intuitive as possible for their customers. Omnichannel services such as availability displays, configurators, or planning tools in the online shop and research options via smartphone in the store support this drive for autonomy. They should be designed intuitively and communicated well to customers. At the same time, consumers also expect immediate help from companies if they get stuck at any point in their customer journey. Through live consultation in the online shop or with devices to research availability, delivery times, or alternative products in stores, retailers position themselves as problem solvers, companions, and supportive entities.
However, the strong desire for self-determination also means that consumers are sometimes better informed about specific product details than the sales staff on the floor. To still offer them added value in personal contact, the electronics retail chain MediaMarktSaturn has introduced a new service: Trained technicians, for example, support customers upon request with the setup and installation of their new TV at home. The next step is to offer this service online as well.
The half-life of innovations is decreasing, especially among younger customers. What is still perceived as an innovation today is a hygiene factor tomorrow. Retailers should therefore continually delight their consumers with new omnichannel innovations. This means: tracking and reading customer needs, drawing inspiration from competitors, conducting own market research, testing innovations, measuring success, and further optimizing.