why is it important
Brands need to be nimble in creating personalized yet scalable commerce experiences for shoppers because by personalizing digital commerce, they not only dramatically grow their business, but also build customer loyalty.
Take away food
- A one-size-fits-all commerce experience is no longer viable, and brands need to invest in new channels and platforms to address consumer and marketing disruptions.
- To delight consumers, brands need to transcend the online and offline customer experience as shoppers increasingly opt for omnichannel.
- A flexible commerce platform that meets the needs of a large population while meeting the preferences of individual buyers will be able to provide customization at scale.
Companies are increasingly opting for a single platform to develop their business-to-commerce and business-to-business offers.
“Commerce is moving beyond the website to mobile, physical, and in-product experiences, requiring brands to move to a single platform to support all of these business models,” said Loni Stark, vice president. – Adobe President for Experience and Commerce, to the online audience at Adobe Summit: The Digital Experience Conference.
“One of the biggest factors driving this shift is changing demand from commercial buyers and consumers.”
And this move to a single platform is happening in a big way.
During the last holiday season, retailers in the United States saw over 50% of their sales come from smartphones. One in four online orders (shoppers) chose to pick up products ordered in-store, according to Adobe’s Unboxing the 2021 Holiday Shopping Results report.
Personalize digital commerce
Businesses need to build customer loyalty through personal and scalable shopping by creating amazing shopping experiences across digital and physical channels, Stark suggested.
This is important because making digital commerce personal helps brands grow their business in a meaningful way and promote loyalty.
She said brands need to ask themselves “if they’re nimble enough to create personalized yet scalable commerce experiences for shoppers.”
To do this, brands must ensure two things.
- Make commerce features available at every touchpoint where your customers want to interact with your brand.
- Embrace personalization on a scale that extends beyond in-store experiences to the entire customer journey.
Drive relevance across multiple brand touchpoints
Even before digital commerce became a mass trend, American technology company HP Inc (Hewlett Packard) had been running online stores for more than 20 years and doing so at scale.
“In terms of evolution over the past few years, we’ve focused on omnichannel as a concept and found ways to improve consistency and relevance across multiple brand touchpoints,” Herriot said. Stobo, director, innovation and omnichannel product at HP Inc.
However, what has changed for HP over the years with the great rise of e-commerce is that the brand is prioritizing consolidating those experiences into a single global platform for commerce.
“We’re looking far beyond the online store itself to see how the omnichannel experience manifests in call centers, web chat, third-party marketplaces as the brand explores new ways to sell to customers in a post-COVID world,” Stobo explained. .
Personalization at scale with individual experiences
HP is a global manufacturer of personal computers and printing devices, with operations in 18 countries in Asia, Latin America and Europe. Going forward, the company plans to focus on strengthening its brand in the United States and Japan.
With its global operations, the brand needs to offer customization at scale through a single commerce platform.
To this end, the brand has gone through various reform initiatives and has subsequently chosen a flexible platform that allows it to meet the demands of a broad demographic and also cater to the preferences of individual shoppers.
“By pursuing personalization, we’ve been able to create a relevant shopping experience for consumers. Personalization has helped us increase conversion rates and revenue per visit,” Stobo said.
One of the greatest benefits of HP’s unique commerce platform is that it allows consumers to quickly find a product they’re looking for, then pay seamlessly.
Integration of multiple sales channels
Commerce for all can only be a reality if brands succeed in bringing together multiple buying channels.
The goal is to offer consumers a seamless shopping experience through easy accessibility of products, regardless of the channel on which they buy.
Stobo and his team tested various product recommendation engines and other third-party tools, as well as HP’s internal product recommendation engine algorithms, to ensure the brand was available across all channels.
In doing so, the team focused on “bringing app-like experiences to online shoppers without the inconvenience of having to install an app in a mobile-centric world.”
Transcending customer experience online and offline
To exceed customer expectations, brands must go beyond providing shoppers with an integrated shopping platform.
Stobo recognizes that to delight consumers, brands need to transcend online and offline customer experience as shoppers increasingly opt for omnichannel.
As part of its online-to-offline omnichannel strategy, consumers can buy a product online and collect it in-store. Likewise, customers who shop in-store have access to endless aisles and can purchase the entire line of HP products whether they are in stock or not.
More recently, in Brazil, the brand enabled its retail partners to act as collection points for HP’s online store in the country. In other key markets such as India, HP offers click and collect services in more than 400 locations.
Running a four-month pilot project testing its Click & Collect service in 23 of its physical stores in India, HP found that 26% of consumer PC customers preferred to pick up the product from a local store rather than have it delivered. which increased the number of traffic steps and saved shipping costs.
“The Click & Collect service is a major tool for people to buy and collect products on their terms,” Stobo pointed out.
Keep innovation costs low
Managing total cost of ownership is a daunting challenge for brands like HP looking to create personal and scalable commerce solutions for shoppers.
“We don’t invest all of our money upfront just to launch the minimum viable product, because ultimately we have to go above and beyond to exceed our customers’ expectations,” Stobo said.
Factors such as agility, flexibility and a sustainable cost structure drive HP’s global rollout plan.
“As we consolidate our business, we choose to work with (vendor) partners where not only are licensing and deployment costs minimized, but where ongoing maintenance and innovation can also be scaled up at low cost” , did he declare.
The company’s success proves that it pays to stay regional as a global brand as it innovates for different geographies with full ownership of the entire customer lifecycle.