Capitalise on mobile commerce

Digital is always part of the customer shopping journey. From product research online before heading to a brick-and-mortar shop, or spotting an item in-store, regretting not buying it and purchasing it online instead, ecommerce is a key part of the shopping journey.

Quantum Metric’s recent Benchmark Report revealed that 66% of digital leaders predict that mobile will become the first touchpoint in 2024. Added to this, 48% of leaders say social media ads have grown mobile traffic and conversions in the last year, 20% attribute this growth to live shopping while 38% say social media will play a pivotal role in driving mobile adoption. 

As such, next year retailers must improve the online customer experience by ensuring mobile journeys are fast, smooth and intuitive across browsing, searching, checkout, and post-purchase support.

Personalise the customer experience

Customer experience covers the whole breadth of brand interaction and how a customer relates to that brand. As well as a seamless experience, customer interactions should work to enforce connections to customers. Knowing what matters to individual customers helps highlighting synergies with brand values, which contributes to a stronger relationship. 

Personalisation can help conversion through mapping the customer journey and guiding them towards checking out. For example, retailers who provide offers on items that have been left in virtual baskets or pre-empt the purchase of essentials based on when a customer last bought them makes the process personal to them and increases convenience. 51% of digital leaders say customers want personalisation when searching for products or services and 55% say customers want personalisation with self-service tools.

When people’s budgets are narrowed down, their shopping behaviours change. So in 2024, retailers will need to enhance their loyalty schemes to attract and entice customers. Gifting customers weekly rewards, via an app, on things they buy the most is a great way to personalise CX and, in turn, raise CLVs. 60% of digital leaders will offer new services including new subscription options in 2024. Additionally, 31% say the primary goal of a loyalty program is to engage the most loyal customers.

For a brand's CX to stand out, retailers must go above and beyond to identify needs and offer solutions, in some cases before the customer is even aware of the requirement themselves. When businesses understand not only what their customers are doing, but also why they’re doing it, this level of insight will allow them to adapt accordingly.

To succeed in 2024, retailers must prioritise mobile commerce and personalised customer experiences to enhance customer journeys. Shoppers want knockout experiences, where digital, particularly mobile journeys are intuitive, smooth and fast. Added to this, retailers must align with changing consumer values, and this can be achieved by offering loyalty schemes, subscription options and utilising social media apps.