Virtually trying on clothes with a tablet

Be like an old-fashioned corner shop: know your customers!

A holistic view of the customer journey

The best customer journey never ends

Happy and satisfied – this is what a customer should be when their customer journey is a success.

A company has a myriad of tasks to accomplish to achieve this state of mind among its clientele. The basis for doing so is clear: know your customers – just like the owner of an old-fashioned corner shop used to! They knew about all about their customers and were familiar with what was going on their lives and their shopping habits. This enabled the old-fashioned corner shop to set itself apart from other providers.

The principle is still the same today: those who know their clientele’s needs, can serve them on the right channels and do so comprehensively have an edge over the competition. Tailored advice, suggestions based on preferences and intuitive purchasing processes are aspects that contribute to a positive customer experience. Those who continuously develop and optimise such a successful customer experience are able to strengthen their relationship with their customers. For this, understanding what makes a seamless customer journey is at least as important as the right technology for the data-based background work.

We would be happy to give you a personal consultation about all the topics along the customer journey and design a workshop tailored to you.

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Learn more about these possible workshop modules:

Thinking about all channels in unified commerce

Unified commerce is a forward-looking strategy that replaces the cross-channel inconsistency of omnichannel models. It enables integrated management of the customer experience across all touchpoints – in both the physical and digital world. Personalised offers and improved service strengthen customer loyalty, which can lead to increased sales. In contrast to omnichannel models, unified commerce focuses on the customers and enables a targeted approach and positive, long-term customer relationships via automated data collection and consolidation. For future-oriented companies, unified commerce is an essential component of their sales and marketing strategies.

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Customer data platform: the basis for everything

It is now more important than ever for companies to use their data intelligently and efficiently. A CDP (customer data platform) helps do this by bringing together fragmented data from multiple sources into one organised, centralised location. The goal is to gain a deeper understanding of customers so that companies can better predict their behaviour and offer personalised content in real time. A CDP collects first-party customer data from a range of sources and systems and links this information to the customers who created it. A CDP offers the following added values:

  • A basis for one-to-one personalisation of marketing efforts.
  • A 360-degree view of the customers, which acts as the foundation of an outstanding customer experience.
  • The possibility to use data from other systems that is stored in the CDP to analyse and manage all customers interactions.

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What consumers need and how companies should act

The 2023 Digital Commerce Study from adesso shows trends and deviations in how customers and companies are perceived. The study focuses on sustainability, purchase versus service and customer acquisition and retention. The result is a detailed comparison of perspectives. The study examines deviations (gaps) and offers specific recommendations for optimising the customer experience and competitive advantages.

Free download

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The marketing of tomorrow: automated and personalised

If we take the old-fashioned corner shop model and put it in today’s digitalised circumstances, the focus is on personalisation and marketing automation. There are a wide range of powerful tools for achieving the effect an old-fashioned corner shop does, as well as multiple ways to do it – without having to store valuable knowledge in just one person’s head.

Marketing automation can significantly optimise marketing processes. The goal is to increase the efficiency and effectiveness of marketing activities by simplifying and accelerating tasks such as lead generation, e-mail marketing, customer support and analysis. It enables businesses to run personalised, scalable and data-driven marketing campaigns to effectively reach and engage their target audience.

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Always close to the customer – via app and in the shop

Tag along with our example customer Emilia as she goes on her customer journey and see what is possible!

Her journey begins at home on the sofa – a journey on which she will cross essential touchpoints and receive highly personalised advice each time, whether online or offline. The focus is on how digitalisation can help build stronger customer loyalty, for example, via a customer app that provides Emilia with the information she wants. What is more, the customer data in the app is linked to the service staff’s information in the shop. When Emilia enters the shop, her advisor immediately recognises her via his Associate Clienteling app. After she has tried on her products in the shop, she can even pay for them in person – via mobile checkout directly on her smartphone. These and other functionalities ensure that Emilia is at the centre of all marketing and sales activities.

Illustration of a woman laying on a sofa

An example of how the unified commerce strategy can be implemented. The end result is a satisfied and loyal customer. Meet Emilia and accompany her on her journey!

Social commerce: because your clientele also shops on social media

On the sofa, when scrolling through your social media feed in the evening or when watching stories, TikToks, shorts, snaps and the like, advertisements are everywhere.

For many companies, the concept comes down to this: placing ads or working with a content creator makes it possible to roll out advertisements in a way that is tailored to the target group. For many users, being recommended a product or service by a digitally familiar person creates a closeness to the brand that can hardly be achieved through other channels. It is also possible to significantly increase the reach, and thus awareness.

Social media can also directly serve as a sales platform. Integrating features, such as shoppable posts, which make it possible to easily review product details and place instant orders, simplifies and accelerates the shopping experience. Moreover, social commerce can contribute to customers becoming aware of a specific product through recommendations from friends or family and thereby increase the amount of interest in making a purchase.

Social commerce is predicted to experience rapid growth: in 2025, 17 per cent of e-commerce spending is expected to be in the area of social commerce – this would equate to a growth of 150 per cent since 2021 (study: ‘Why Shopping’s Set for a Social Revolution’, Accenture). Allow our social commerce experts to advise you on the best strategy for your company.

All things considered, social commerce is a valuable addition to traditional sales strategies that enables companies to reach their target group directly and increase sales.

Are you interested in a workshop?

Get in touch with us and we would be happy to put together an individual workshop offer for you so we can work on your customers’ customer journey together.

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