Tech | BORN Group

Transform Your Customer Experience into a Revenue Driver — BORN’s Approach to Success

Posted on July 31, 2024August 1, 2024 by Soniya Jain

Transform Your Customer Experience into a Revenue Driver — BORN’s Approach to Success

Customer Experience (CX) and User Experience (U/X) are often used interchangeably, yet they denote distinct aspects of a client’s journey in selecting a product or service. U/X pertains to a customer’s interaction with the specific qualities of a product or service, while CX encompasses the entire journey, including every touchpoint a client encounters in the acquisition process.

In today’s digital marketing landscape, companies in Retail, Consumer Packaged Goods (CPG), and Manufacturing recognize more than ever the critical roles of U/X and CX in positioning their products and fostering enduring relationships with consumers. The era of impersonal transactions is long past. Leading brands understand the significant returns that stem from establishing emotional, personalized relationships with their clients, bringing the brand closer to the customer for extended periods—sometimes for life. These relationships ensure loyalty by anticipating and catering to customers’ preferences, shopping habits, and needs. Technological advancements now make it possible to understand clients deeply and even influence their behaviour, offering numerous opportunities for business growth.

Customer loyalty, however, is delicate and directly linked to the client’s journey in acquiring a product or service. Clients demand transparent, highly personalized, and holistic experiences from the brands they choose. Therefore, companies must provide every possible engagement option their clients desire, from personal interactions to self-service across digital channels, or a combination of both.

This relationship requires high maintenance, with customers dictating the journey. A new term, Total Experience (TX), has emerged, reflecting the growing ability of customers to design their engagement journey with a brand.

For a long time, BORN has been a catalyst for change and a global leader in ecommerce digital solutions, providing the digital retail market with the technological tools necessary for brands to succeed in this dynamic environment.

Our extensive portfolio includes work that has propelled world-renowned brands in the digital market, particularly in the CPG, Retail, and Manufacturing sectors. Notable projects include third-party integrations and innovative, award-winning content for Oreo delivered in record time, and a flagship, fully connected bespoke solution for Gerber’s clients.

We created a stunning, personalized interface to enhance product discovery and user engagement for Lindt, while a complete Global Reference Architecture (GRA) build enabled Hanes to align their brands into a global standard platform, facilitating efficient website launches both in terms of delivery timelines and cost.

Ongoing collaborations such as those with John Lewis & Partners and ASOS highlight our commitment to consistent quality and efficiency. For John Lewis & Partners, we deliver assets to strict timelines across their entire ecommerce estate, and our nine-year partnership with ASOS provides a 24/7 production model that meets stringent KPIs and SLAs, delivering significant cost savings of approximately 40%.

In the Manufacturing sector, BORN has partnered with globally recognized brands like Delta Faucet, Makino, and Hillyard. For Delta Faucet Company, a division of Masco Corp., we conducted journey mapping and persona synthesis exercises based on stakeholder workshops and user interviews to better understand professional and consumer home improvement and maintenance spaces, earning high praise from the client. For Makino, an industry leader in machinery design and innovation, we enabled users to browse products, manage accounts, and receive customized pricing, while a back-office integration improved business productivity. For Hillyard, a leading manufacturer and distributor of cleaning solutions, we provided a complete eCommerce overhaul to better serve users and support seamless future growth.

BORN offers a comprehensive suite of tools and services to elevate your brand’s U/X and CX, including Machine Learning and AI, Extended Reality, IoT, Blockchain, Design Thinking, Brand Experience, Service Design, Behavioural Experience, Book of Record, Data Science & Experience, Cybersecurity, Business Process Operations, and Postproduction Services.

With offices in nine countries, a workforce of over 15,000 employees, more than 1,000 clients, and over 500 awards, BORN is the partner your brand needs to unlock remarkable new possibilities through intelligent data, human insight, and compelling creativity.

If you are interested in learning more about how BORN can support you in this, we would be happy to walk you through our proven approach.

Better Personalization – Better Customer Retention: A Strategy for Telecoms

Posted on December 20, 2023December 20, 2023 by Colleen Vaughan

Better Personalization – Better Customer Retention: A Strategy for Telecoms

By Harshvardhan Kabra | Global Practice Head, BORN Group

It wasn’t that long ago that we got our mobile phone services from wireless providers (Mobile Network Operators (MNOs), and we got our cable television from cable companies. But now the landscape is a lot more muddled as the traditional boundaries are being erased: Wireless companies are leveraging their broadband networks by adding video and data services to their voice offerings, while cable companies are adding voice and data to their video offerings.

Consumers generally benefit in situations where competition increases, but competition means providers have to step up as they fight it out in the real world. Telecom companies that want to win this battle must increase their effort along every vector of the customer journey with two objectives in mind: attract new customers and deepen their relationship with existing ones.

We refer to this challenge as ARENA: Acquire & Retain, Nurture & Amplify. We believe that a strategy driven by personalization – real-time, individualized, and contextualized customer experiences – can lead to much greater differentiation and all the benefits it generates: greater retention and deeper customer relationships.

These 1:1 on-point personalized experiences cut across all customer touchpoints and services, from acquisition marketing to onboarding and activation to ongoing customer support and lifecycle marketing. Doing this well requires recognizing the contextual intricacies of each interaction and understanding customer needs, desires, and situations to be able to deliver the right message at the right time on the right channel.

If you can do this at scale, the rewards are immense. You will provide excellent customer experiences – satisfying in form and content, keeping customers happy, and positioning you well for building deeper, more profitable relationships.

The Foundation for 1:1 On-point Personalization

Most telecoms companies understand that personalization is a powerful strategic tool, but surprisingly few do personalization at scale well. At a foundational level, the first step is to change your focus. Think less about quick tactical wins; think more (much more) about a long-term strategic plan where on-point personalization is the centerpiece.

What does this mean in real-world terms? Identify use cases before you acquire and build a highly sophisticated MarTech stack. Here at the BORN Group, we use a four-tier approach to deliver 1:1 on-point personalization at scale to significant effect in many industries, including telecoms:

Step 1: Create a Personalization Center of Excellence

For large-scale enterprises like telecoms, personalization is important enough that it deserves its own center of excellence (CoE) covering the entire enterprise with a mission to define and articulate your personalization-at-scale strategy, including prioritized use cases and to develop an enterprise-wide solution for implementation.

A personalization CoE focuses on enterprise-wide elements like reusability, a holistic approach, and scalability – ensuring optimized and efficient tools – and ensures that more tactical personalization efforts are on-brand, effective, and privacy-compliant. Telecoms companies deal with a lot of personally identifiable information (PII), and are already careful and vigilant about how customer data is captured, stored, processed, and leveraged to comply with Europe’s General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other mandates. Navigating the need for privacy and using personalization to compete effectively can be challenging – but it’s easier when you have a personalization CoE that has already thought through this balancing act.

Step 2: Identify and articulate data-driven challenges

Next, look at all your data to understand friction points, business problems, and existing challenges. You’ll want to analyze your data from real-time customer interactions, CRM and POS systems, and your contact center (including demographic and geo-specific data), plus second and third-party data from benchmarking your competitors and market research.

Here are some examples of how data can inform strategy and tactics:

Looking at your web analytics, you realize you’re experiencing a high bounce rate. This suggests you’re successfully attracting customers but not effectively converting them into customers. Build a hypothesis around the possible causes of the bounce rate, then use personalization use cases to validate your findings and overcome them.

You’re suffering from churn. The “Propensity to Churn” model, which most telecom companies already track, estimates the likelihood of losing individual consumers. The next step is to dive deep into this data and turn insights into personalized actions to help you retain “at-risk” customers.

Another helpful data point is the average revenue per user (ARPU). If it’s flat or declining, you can create tailored plans and offers to build loyalty and deliver a better customer experience through personal interactions across relevant touchpoints and channels. A better CX generally has a higher ARPU and can significantly improve the lifetime value of each customer.

Step 3: Define & Prioritize

By now you’ve identified challenges and friction points that your company is facing. There’s a strong temptation to try to solve everything at once, but a better approach is to convert your challenges into well-defined use cases and prioritize them, like short-, medium-, and long-term goals and objectives.

In a recent engagement with a top-tier mobile service provider, we conducted a series of workshops with different groups within the organization as part of Define and Prioritize process. While there was some overlap, each of them had different challenges and different priorities. But by looking at the business holistically, we were able to help them create a comprehensive personalization roadmap that reflected overall business goals and addressed many of the more granular needs. Together, we developed three high-level use cases that aligned to run, crawl, and walk phases for implementation of a short-, medium-, and long-term view of the roadmap.

Step 4: Build Capabilities

By the time you’ve reached this fourth step, you’re really in a great position to design your marketing stack from a vantage point of strategic insights and prioritized goals. So what do you need in terms of people, processes, and technology to enable your business to begin delivering personalization at scale?

Take the example mentioned above of a telecom company whose ARPU was flat. The provider articulated the strategic goal this way:

“To increase ARPU, we will deliver personalized offers to our customer using an omnichannel strategy focused on cross-selling and upselling.”

To deliver on this strategic goal requires a mix of people, process, and technology:

People – the individuals and teams with the skills to deliver: In this case, that meant expertise with the customer data platform, probability modeling, email marketing, web personalization, and offer management.
Process – the flows that turn strategy and expertise into execution: Using personalization to increase ARPU, for example, required creating an entire content supply chain to engage customers with helpful content and generate demand for ancillary products and services.
Technology – the actual martech stack to enable the process: Sticking with our ARPU example, the tech stack involved a customer data platform with a decisioning engine that could identify the next “best offer” for a unique end-user in real-time. Note that personalization technologies must be scalable.

The Building Blocks for Delivering Successful Personalization

Regardless of where your company finds itself on your personalization journey, a foundational framework can make a huge difference in execution. At the BORN Group, we use a framework called STRIDE, a closed loop approach with four key components:

Systematic Tracking: You must think of your entire customer journey, and diligently track data and interactions from all touchpoints and channels during the journey from prospect to customer to customer for life – while being diligent about privacy and compliance!
Resolution of Identity: Remember the big goal: personalization. The key component of that word is person – the individual you’re trying to reach, the person who wants useful content and a great experience as a prospect and as a customer. To deliver on this necessity requires that you understand the identity of that person using a unified customer profile and obtaining a 360° view of that customer. Resolution of identity often uses probabilistic and deterministic matching as well as lookalike models.
Informed Decision Science: When you have assembled the data and identified the customer profile, you create actionable insights. Then use informed decision science to design the best combination of content, offer, and channel.
Effective Activation: Now you’re ready to activate your insights and execute your personalization strategy. Obviously, what you learn from effective activation flows back into the STRIDE framework – an ongoing closed-loop optimization effort.

Given the enormous progress of generative AI in the last year, you’ll want to consider AI in your personalization efforts – it can add value throughout the process. Marketers are already using generative AI to create new personalized content – text, images, and video – at scale, significantly improving time-to-market. But quality and uniqueness depend on user guidance, and there’s a real need for the ability to vet content for copyright issues, privacy concerns, and compliance with branding guidelines before content is deployed.

Generative AI is also playing an important role in gleaning insights from data and helping with decision-making. A good example is sentiment analysis, turning disparate data points into a valid perspective on customer satisfaction. AI and machine learning can also play key roles in determining the “next best experience” (NBX) at scale.

For telecom companies, and companies in many other sectors, the decision to use personalization is a matter of when – not if. The possibility of using data, analytics, and technology to deliver extremely granular and highly customized experiences to your clients and prospects may be the key source of competitive advantage in today’s marketing.

To learn more about how the BORN Group approaches personalization, contact us.

Stay Composed with Composable

Posted on May 8, 2023May 19, 2023 by Aaron Bell

Stay Composed with Composable

What can we expect in digital commerce over the next six months? What about in the next year, or ten? Generative AI, ChatGPT, the Metaverse, virtual reality, augmented reality, network effects, self-driving supply trucks, and delivery drones will all help to support and drive ecommerce revenue to new heights.

The biggest draw to ecommerce is that it allows people to shop, purchase, and receive anything they want anywhere in the world from the comfort of their homes with only a swipe or a click. Recent technological advances are changing the boundaries of what’s possible and increasing consumer demands and expectations in ecommerce experiences and services.

When creating ecommerce sites that deliver functionality, innovations, and stylization, Composable Commerce is rapidly becoming the go-to option for companies looking for long-term serviceability and flexibility in their tech stack.

We will examine why Composable Commerce is the best tech solution to future-proof ecommerce sites. We will explore some of the more significant problems Composable Commerce can solve and address common concerns of stakeholders. We will show you why BORN XDS is ideally positioned to partner in implementing your Composable Commerce solutions while providing perspective on what to expect when migrating systems.

In short, this report will provide visionary ecommerce leaders with the insights to fly higher and more nimbly than those weighed down by indecision and legacy systems.

Get Ahead in Ecommerce by Staying Ahead of Digital Trends

Posted on March 15, 2023March 15, 2023 by Caitlin Gebhard

Get Ahead in Ecommerce by Staying Ahead of Digital Trends

In the fickle world of online commerce, the only thing you can ever truly rely on is change:

Change in how online brands are expected to interact with consumers, change in the technologies and trends that digital experiences are built on, change in how consumers behave, change in what customers want, and change in the expectations for businesses to react to these changes more and more quickly.

With the never-ending stream of new digital trends, services, and user needs and wants, today’s online retailers are almost expected to innovate their site’s technology in ‘real time’ to meet the demands of their users. In fact, one of the biggest challenges for online retailers today has nothing to do with driving sales or finding customers— it’s keeping up with new technology and industry standards.

2023 brought with it a slew of new technologies that are designed to help online businesses stay ahead of consumer demands and the competition. Smart businesses are regularly taking all these trends and technologies into account and continuously updating their digital presence.

To keep up, ask yourself these key questions:

When was the last time you updated your ecommerce experience?
Have you implemented any new technologies in the CX space (e.g., AI)?
Do you offer a personalized / tailored experience?
What are your competitors doing?

Reflecting on where you are today is the first step towards creating the innovative ecommerce experience that your consumers expect tomorrow.

Customer Experience and Human Experience

A recent PWC survey showed that 73% of consumers ranked customer experiences (CX) and digital ‘human experiences’ (HX) as two of the most important factors in their purchasing decisions – only price and product quality were ranked higher. CX and HX work together to engage with consumers at every touchpoint with the brand or service. Today, consumers expect the best of both worlds: a human-centered experience that makes every interaction seamless, enjoyable, and meaningful. Meeting this demand can drive up business. According to a recent Forbes study,

43% of consumers would pay more for better convenience.
42% would pay more for a friendly, welcoming online experience.
40% of consumers would likely pay a 16% price premium for a great customer experience.

Excellent CX and HX helps foster not only a better relationship between company and consumer, but also encourages more engagement and higher sales.

Artificial Intelligence (AI) and Machine Learning (ML)

To stay on top of CX and HX expectations in 2023, top brands are focusing on personalization, customization, and analytic-driven digital experiences – often supported by Artificial Intelligence (AI). According to Forbes research, 83% of surveyed businesses said implementing AI solutions is a strategic priority for their business. AI-driven tools, such as chatbots, content creators, natural language processors, robotic process automations, and rule-based expert systems, are being implemented to deliver the very best and latest in the user experiences consumers have come to expect.

While we know that AI machine learning is the next ‘big thing’ to change the digital world, this technology requires very high-quality data and analytics to work. Reworking your ecommerce platform’s data points to better serve AI/ML search engines will help your site get ahead in the next level of SEO. ‘Data labeling’ and ‘ranking algorithms’ needs to be a key focus in your digital strategy to get the very most from AI/ML.

Conversational UI & Chatbots

Conversational UI, such as voice interfaces and chatbots, is a fast and convenient way to fill the human interaction gap common to many online experiences. With the advent of AI-powered language processing, today’s chatbots can seamlessly emulate natural human conversation. From purchasing to technical assistance, dedicated plugins for your website give customers more personal, intimate and “human” support throughout their eCommerce experience.

Dynamic Pricing and Price Negotiation

Research showed that in 2021, 17% of US and European ecommerce companies planned on implementing dynamic pricing — while 21% of ecommerce businesses surveyed were already using dynamic pricing. Dynamic pricing lets vendors adjust their product and service pricing to better meet consumer demand and market needs in ‘real time’.

Augmented Reality (AR)

Augmented reality (AR) is one manifestation of visual commerce that’s becoming increasingly popular; global retailer AR spending is expected to surpass $4B in 2023. Integrating AR functionality into ecommerce websites can create some of the most immersive shopping experiences available to online customers.

Social Commerce

It should come as no surprise that social media plays a huge role in driving today’s ecommerce sales. Social media platforms are rapidly becoming the preferred search tool for younger generations. According to ‘The Future of Commerce’ Gen Z consumers use TikTok more than Google to find products. Top companies are reevaluating their social media strategies and the platforms they use to reach and engage with new customers.

Many of the best-in-class ecommerce platforms, such as Adobe and Shopify’s new ‘Commerce Components’, are taking their cues from this rapidly changing ecosystem of digital experiences. In developing bespoke, headless, composable tech-stacks, they are helping digital enterprise retail shops stay ahead of consumer expectations and demands. If you’re not already ahead of these trends— you’re already behind.

Building eCommerce For The Greater Good

Posted on April 6, 2022April 7, 2022 by Dennis OConnell

Building eCommerce For The Greater Good

As eCommerce reshapes the modern marketplace, many shoppers are spending more time and money online, leading eCommerce to grow, with sales expected to reach $5.5 trillion in 2022.¹ The accessibility of online shopping and the growing use of digital payment options have resulted in a dramatic shift in consumer shopping habits. While there are advantages to expanding online, the rapidly changing landscape has also created financial, economic and social benefits.

eCommerce Encourages Entrepreneurship

The eCommerce industry encourages entrepreneurship by reducing start-up costs. An eCommerce site can be launched for as little as $1,000, depending on the necessary features for business.² Whereas a significant amount of time and money is needed to open a physical store, an eCommerce store can be operational in just a few short weeks or days. Fewer barriers to start and a more significant market share encourage businesses of all sizes to compete. As more retailers enter the marketplace, sustained growth and competition lead to more innovation and online experiences. To keep customers coming back, retailers must focus on the customer experience and create compelling products that stand out. This focused attention helps attract new customers and incentivizes current customers to return to online shops, driving economic growth.

Widely Available Goods and Services

Businesses can connect with customers through online channels and have far greater reach than physical stores. It’s estimated that 2.14 billion people worldwide, roughly a quarter of the world’s population, will make an online purchase in 2022.³ ECommerce ensures customers can find everything they need in one place. Without the limitations of a brick and mortar store, online retail stores can offer a greater number of products to their customers. In addition to increased purchasing options, customers can browse and make purchases at their convenience. Online stores enable customers to spend their time shopping instead of driving to physical stores or waiting in long lines. Online stores are always open and provide 24/7 access to vital goods and services. Secure payment options, including digital wallets, credit or debit cards and crypto, facilitate payment and encourage sales.

More Affordable Products

The increasing number of online storefronts has resulted in competition among retailers to provide the best deal to consumers. This gives consumers the ability to compare prices and quality. Additionally, lower operating costs allow online retailers to sell products for less than traditional retailers. The demand for certain products encourages companies to create more affordable alternatives. With so many online options, consumers can find products at their desired price point, encouraging even less affluent customers to shop. Retailers can also offer deferred payment through Buy Now, Pay Later platforms that make purchases more achievable for customers. Giving customers the option to pay later can boost sales by making larger purchases more obtainable.

A Lifeline During Uncertain Times

A key benefit of online retail is that it is a lifeline for businesses and customers during turbulent times. As the world went into lockdown in response to COVID-19, commerce habits shifted to online purchasing. Shortages of essential items on store shelves resulted in many customers turning to eCommerce. Online shopping boomed because it was a safe and viable option to obtain necessary items. Companies that focused their efforts on online selling were more likely to survive and grow. Expanding their online presence also meant some businesses could continue to provide jobs to workers during a period of record unemployment and uncertainty.⁴

Career Opportunities

The growth of online retail translates to increased career opportunities. According to the data and analytics company GlobalData, the number of eCommerce jobs has increased by 180% from September 2020 to September 2021.⁵ Jobs in marketing, sales, design, web development and IT positions are vital to keeping an eCommerce company operating. While online websites automate many processes, the human element cannot be eliminated. Talented IT professionals are necessary to create and keep websites up and running, while creative sales and design teams contribute content to educate and connect with customers. Lastly, skilled customer service departments are necessary to handle customer queries.

Why Should Businesses Care

The eCommerce industry has revolutionized commerce worldwide. Entrepreneurs can now set up shop easier than ever, providing new opportunities. The increased number of online retailers has generated more diversity in goods and services, which helps keep costs manageable. During times of uncertainty, eCommerce offers a lifeline that enables consumers to find much-needed supplies. Businesses that shift to eCommerce can continue to expand while helping the greater good by providing employment, goods and services to everyone.

Footnotes:

1.https://www.emarketer.com/content/global-ecommerce-forecast-2022

2.https://www.bigcommerce.com/articles/ecommerce/ecommerce-cost/#conclusion

3.https://www.oberlo.com/statistics/how-many-people-shop-online

4.https://www.forbes.com/sites/johncaplan/2021/05/03/ecommerce-has-been-a-lifeline-for-small-businesses-during-the-pandemic-where-do-they-go-from-here/?sh=e85d61235871

5.https://www.globaldata.com/ecommerce-hiring-increases-180-y-o-y-social-commerce-trends-increasing-hiring-activity-finds-globaldata/

How WFH Culture Has Changed Commerce Habits

Posted on March 21, 2022March 23, 2023 by Dennis OConnell

How WFH Culture Has Changed Commerce Habits

When the lockdown order came at the height of the COVID-19 pandemic, businesses scrambled to convert their daily operations to remote workspaces. Luckily, we live in an age that offers enough technology, such as high-speed internet, online payments, and video conferencing, to make work from home (WFH) successful. Although WFH was difficult for some businesses, it proved to be a practical and sustainable business method for eCommerce companies. With the WFH culture in full swing, commerce habits switched heavily to online purchasing and affected consumers’ purchasing. As the Covid-19 public health crisis enters its third year, political leaders and business leaders are in the process of reframing Covid-19 as an endemic disease, one that society must learn to cope with indefinitely. As restrictions lift and case numbers decrease, employers must navigate unfamiliar waters as they attempt to return to normal business operations and embrace changes in the workplace. As companies adapt to fully or hybrid work arrangements, it seems WFH is here to stay. Therefore, the eCommerce industry will need to focus more of its efforts on B2C and D2C.

What Goods Are Consumers Buying Online?

A 2020 study by J.P.Morgan states that eCommerce made up 16.1% of all U.S. sales in the second quarter, compared to 11.8% in the first quarter.¹ This trend continues upward even as the majority of stores have reopened to the public. Remote and hybrid work schedules may result in permanent changes to how Americans work, live, and spend. So, what is the average consumer buying? More time at home has allowed the workforce to create unique spending habits.

Cleaning products

Covid-19 case numbers may be on the decline, but consumers are still spending money on cleaning supplies, including disinfecting wipes and sprays, gloves, masks, soap, and other essentials. Even as demand for cleaning products decreases from our stockpiling days during the height of the pandemic, people are still purchasing these items more than before. Shortages of essential items due to supply chain breakdowns resulted in many customers turning to online shopping to stock up. This forced eCommerce platforms to get creative with the increase in online shopping and logistics of delivery. A study out of IEEE discusses the impact of COVID-19 on digital platforms and how eCommerce is an effective method of buying and selling essential goods. With the help of machine learning (ML) and artificial intelligence (AI) technology, route mapping makes it possible for deliveries to occur quickly and safely.³ Digital platforms have leveraged technology to help everyday consumers purchase essential goods online.

Home Improvement

With employees spending more time at home, it’s no wonder that homeowners are completing projects they have been putting off. WFH flexibility makes getting projects done either by DIY or hiring a contractor easier. A study by Harvard University notes that in 2020 the economy shrank by 3.5%. However, spending on home projects was up 3%, almost $420 billion.2 How are consumers shopping for the materials needed to complete these home projects? Whether it’s a kitchen redo, home office build, or something else around the house, eCommerce provides the perfect B2C and D2C solutions to get the job done. However, the materials used in home improvement typically have a higher cost ratio. So, with more shopping done through eCommerce, businesses need to ensure consumers feel safe completing transactions online. The study out of IEEE also states how eCommerce businesses have adapted the use of secure digital wallets and blockchain technology. Blockchain technology allows eCommerce businesses to cut out intermediaries and distribute directly to the consumer.³

What Lessons Can Businesses Learn From WFH Culture

It seems WFH is here to stay as many employers continue to offer hybrid work schedules. Recent studies suggest 25% of all professional jobs in the U.S. will be remote by 2022, and opportunities to work remotely will continue to increase through 2023.⁴ It’s safe to say that some form of WFH will stick around for years to come, and with the continued flexibility of being home more often, eCommerce will only become more popular as an option for consumers. So what can businesses learn from pandemic era consumer habits? More consumers feel safe making purchases online because of improved digital wallets and blockchain and enhanced delivery with help from ML and AI. However, there are more lessons to be learned, including the importance of website optimization. With the influx of online shoppers, a business’ website is its most important asset. If the site cannot handle a large number of transactions each day, companies will lose sales. So, updating performance through user experience, omnichannel options, and bandwidth is a must. Business owners will need to start spending less on their real estate and more on the online marketplace.

It is undeniable that COVID-19 and WFH culture have changed the commerce landscape. Even businesses that have traditionally done well as solely brick and mortar need to prepare for an increased number of online consumer shopping. When businesses learn to embrace the recent changes in commerce habits rather than try to ignore them, they will be better suited not only to adapt to a new reality but to thrive in it. That’s why now is the perfect time for businesses to develop an effective eCommerce strategy for B2C and D2C.

Footnotes:

We Have Reached Cruising Altitude: Why Airports Need To Elevate Their Experiences

Posted on March 2, 2022March 2, 2022 by Dennis OConnell

We Have Reached Cruising Altitude: Why Airports Need To Elevate Their Experiences

Airports are undergoing an evolution to improve the customer experience and generate profits. Realizing their potential to be more than just travel hubs, airports are exploring innovative ways to make guests feel safer, provide unique shopping experiences and make time in the terminal more meaningful. Imagine a space similar to a lounge or upscale shopping mall where travelers can relax, eat, drink and shop as they wait for their flights. Airports can provide a personal and stress-free experience through physical and virtual interaction based on passenger data. Deeper engagement made possible through digitalization and modernized infrastructure would allow airports to improve relationships with travelers.

Improving Airport Infrastructure

The airport experience should be an enjoyable part of the journey rather than a processing station getting passengers to their destinations. Though many airports around the country are dated and offer limited shopping and dining options, there is a renewed focus on updating existing infrastructure as travelers return to airports following the COVID-19 pandemic. In 2021 the U.S. Department of Transportation released US$76 million in grants to upgrade airport infrastructure. Although the offerings apply to only three U.S. airports right now, these are just the first of a series of more than 1,500 grants that will infuse US$3.2 billion into hundreds of airports around the country.¹ Even without the grants, many cities are reimaging existing facilities to support an ever-growing number of travelers.

Focus On Health And Safety

In addition to improving airport facilities, lessons learned from the COVID-19 pandemic play a significant role in enhancing customer experience. Features such as automated passenger processing and touchless services have become increasingly popular. Passengers also desire a sense of space instead of overcrowded lines and limited seating. Airports, including Changi, are implementing bright colors, natural lighting, and large open spaces.³ With a focus on health, contactless TSA checkpoint entry and more open spaces have already begun changing the passenger experience.

Improving The Customer Journey With Data

Airports can provide a more enjoyable customer experience by better understanding the movement of passengers through their airport journey. Data from WiFi, cameras, people counters and other data sources provides real-time information about movement, occupancy and standing time in various airport areas.² These insights can help airports optimize staff schedules, reduce waiting times, reduce stress and encourage spending in retail locations. Additionally, data collected from guest WiFi networks enables targeted marketing from nearby retailers to be sent directly to passengers for an increased chance of making a sale.

Business Opportunities In Travel Retail

Modern airports recognize the critical economic role of travel retail for growth and development. They have the advantage of a captive audience looking for ways to pass the time. Airports offer brands an opportunity to maximize visibility and customer engagement. While most retail has shifted transactions and fulfillment online, physical airport storefronts can provide strong customer interaction.³ These retail spaces can display products and engage with customers in meaningful ways to aid in conversion and retention. By creating personalized and unique experiences, brands can expect further engagement and sales after customers leave the airport.

Aligning Luxury With Everyday Products

Airports are undergoing renovations by designing footpaths and atriums to maximize exposure to retailers. Mass-market and luxury retailers are now joining popular duty-free stores, newsstands and gift shops. High-end luxury retailers see airport storefronts as a way to market their products to international audiences and generate more sales. According to Allied Market research, airport retail sales are expected to top US$40 billion by 2027, with perfume and cosmetics leading the way, then wine and spirits following.⁴ Luxury retailers have a massive potential for profit by opening shops within airports and targeting travelers who are shopping to pass the time.

Technology And Automation

Nowadays, most brands generate sales through digital marketplaces, and it’s the same for airport retail. However, airport storefronts benefit most from digital marketplaces that enable remote ordering and automated check-out. Currently, retail giant Hudson Group is testing Amazon’s Just Walk Out technology in select locations. These Hudson locations allow customers to tap a credit card on entry, pick out items, and exit, all while avoiding check-out lines.⁵ Automating the process allows for easy transactions and reduced labor costs. However, retailers must have a robust digital marketplace to handle all transactions. During the 2020 Black Friday holiday, customers spent US$160 million shopping on digital marketplaces powered by Mirakl, which maintained 100% uptime, showing the importance of having strong technology as demand increases.⁷ It’s also about using a combination of technology that gives retailers an edge. Other providers, including FetchyFox, offer intuitive digital marketplaces that enable speedy contactless shopping and features artificial intelligence (A.I.) for data collection.⁶ Using a digital marketplace with automation and data capabilities will help airport retailers keep up with demand and modernize their business strategy.

The Future Is Now

Airports worldwide are starting to elevate the travel experience. As COVID-19 fears are dissipating, passengers are eager to travel, and airports are busier than ever. Government funding is being used for improving infrastructure and health safety. Passengers want fewer crowds and more open spaces to relax while waiting for departures. They also want to shop, and the time-honored tradition of duty-free isn’t going away. In fact, airport retail is growing faster than ever and now includes high-end luxury brands. However, the traditional storefront is changing, and customers can now shop from digital marketplaces that offer more options, automation and no lines. This is the time for airports and consumer brands to join forces to create an unbelievable experience for everyone.