Improving customer loyalty through communication platforms

Every year retailers are faced with the challenge of ensuring a positive customer experience when stretched to full capacity. Plus, the search for gifts can be stressful for shoppers. Global information logistics provider Retarus shared the following communication processes to help retailers maintain the highest levels of customer experience:

1. More targeted controlling of customer flows

In the lead-up to Christmas, the stream of customers entering shops increases dramatically. The load is especially high in the evenings, on Saturdays and directly before Christmas. Increasingly, online buyers just pop in to shops to pick up their purchases ordered via “Click & Collect”, rather than having to wait for overloaded delivery services. In South-east Asia, 93% of consumers in the region have made online purchases -- many of them at regular frequencies -- and 40% of consumers are willing to pay extra to collect orders at a convenient third-party location.

In light of this retailers in the region have been turning to Click & Collect services to provide customers with the option to collect their purchases without the need of waiting. Cloud Messaging Services enables better management of visitor frequency and an improved service experience for customers. For instance, SMS or email could be used to communicate a clear time window for collecting orders, during which the shop is not so busy or staff numbers have been optimised to meet demand. Special service offers or discounts can also provide customers with an additional incentive to fetch their orders within a given time period. This prevents shops from becoming overcrowded and long queues developing, leading to an improved customer experience.

2. Co-ordinating staff flexibly

To keep checkout queues as short as possible, while still offering satisfactory levels of expert advice and other services such as a gift wrapping, retailers generally hire temporary, seasonal staff. At the same time, short-term staffing shortages due to illness have to be covered without delay. Cloud-based communication platforms provide valuable support for the coordination of human resources. Using Retarus’ Enterprise SMS Services, retailers only need a couple of clicks to send out an SMS that includes a reply option when they need additional staff. The staffing co-ordinator then only has to contact those members of staff who gave a positive response to clarify the details of the assignment.

3. Addressing customers individually

Once a shopper has entered a store, there is a good chance that they may buy additional goods that were not on their original shopping list. Thanks to cloud messaging services this can be used to good advantage by retailers - especially with Click-&-Collect customers. In combination with the order confirmation or pick-up notification the customer receives, personalised offers by means of SMS or email enables customers to order recommended products or services seamlessly through the reply function. Reminders about an extended period for returns or a personalised holiday greeting can also be achieved without much effort and sustainably strengthen customer loyalty.