I am a food retailer and I am interested in sort out a shop on line. How can I use technology to succeed? Carlo D’Asaro Biondo, president of Google Mediterranean and Middle East Area, during his keynote speech held into EY Strategic Forum 2015, says: “What I’ve learned in working so many years in Google, is that internet is a language that can be used to provide a lot of services to customers. When the customer is in the shop, it’s to late” and he adds “You need to rethink goods and services starting from the presale’s timeline”.
Indeed, according to Google’s market research 67% of customers, when they are in the brick and mortar shop, they have already decided. If you realize that thanks to internet you can talk to shoppers continuously, you can find out all information you need to develop the perfect services for them. “The cost is not very high and the change for customer’s satisfaction is very profound – adds D’Asaro Biondo – . Moreover it’s not a complicated strategy, but it’s all about using technology to enable speed, convenience and choice”. Theses are the top three basics.
Speed is the most important thing: customers log and they immediately should see his lasts orders so they can quickly to buy again. They should easily do keyword’s research for others things. You should encourage to buy more getting free shipping. Customers should be involved and credited to an award program and frequently get coupons that they can exchange before completing the transaction. Next basic is convenience. A good retailer uses its website as a convenient tool for its customers. Eventually “the most critical aspects are deliveries. You have to plan well the supply chain.”
The last basic is the choice. The biggest thing that separates your website from competitors is one: the choice that customers get from a brick and mortar experience. Sometimes people want to go into a store and actually put the hands on goods that they’re considering.
“The mobile brought online and offline together – concludes D’Asaro Biondo – . The distinction now makes no sense”. Both online and in-store experience’s choice, this is the kind of service every retailer need to offer. Is your website like this?
