The Magic Behind Click And Expect
September 18, 2018
Immediacy. It is everything in commerce today. Online shoppers click and expect to have merchandise in hand the next day – if not sooner. Consumers buy online and pickup in store – or ‘click and collect.’ Goods bought online can be delivered to lockers in train stations, supermarkets and even petrol stations. People can pick up their purchases on the way home from work. In truth, there’s any number of ways to get goods into the hands of online shoppers fast. The trick is to make it seem easy – and that can be hard.
How do you meet the needs of increasingly impatient click-and-expect buyers? Two key ingredients: Technology and data. That’s how the magic happens. The problem is that many retailers are saddled with highly fragmented, antiquated technology that is more Frankenstein than Harry Potter.
Channels are not connected. Customer-facing systems can’t talk fluently to backend technology, impeding effective order management and efficient fulfilment – the kiss of death for click and expect. And, the data – oh, the data. One customer and multiple profiles completely obscure a clear vision of the buyer and how they interact with your brand.
The fact is that many retailers are at least 10 years behind the times when it comes to commerce technology and catering to online shoppers that click and expect. They are competing with up-and-coming brands that have burst on the scene with agile, intelligent, cloud-based commerce technology that can create highly satisfying and unique customer journeys. Data offers a single view of each customer that’s meticulously managed and kept relevant. Marketing is personal and social – and spot on when it comes to understanding what the online shopper wants. Intelligent order management and fulfilment systems complete the picture – and the click-and-expect experience.