The COVID-19 pandemic has brought about the most significant transformation in the retail industry in decades. Consumers are now emerging from the year of significant turbulence with altered behaviors, distinct purchasing patterns, and increased expectations regarding product access, information, delivery, and the overall customer experience.
In the retail sector, the ‘new’ normal was initially referred to by all, but it is far from it. Retailers are currently grappling with a worker deficit that has placed customer service in a state of crisis, as well as a struggle to regain consumer traffic in the store and strengthen online loyalty.
Margot Bloomstein, the author of “Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project” and “Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap,” is of the opinion that the physical retailer may not yet be prepared to accommodate consumers’ eagerness to return to brick-and-mortar shopping.
Retail Customer Experience contacted Bloomstein, the principal of Appropriate Inc., a Boston-based brand and content strategy consultancy, to gain insight into the expectations and desires of consumers and retailers in the post-pandemic purchasing environment.
Q. In the aftermath of the pandemic, the retail sector has undergone significant transformations. Therefore, how would you characterize the retail consumer of today in comparison to their pre-pandemic self?
A. Consumers anticipate increased flexibility, control, and contentment when purchasing and receiving products, and they should not be required to sacrifice the level of support to which they have become accustomed. Many consumers are unwilling to relinquish the convenience of curbside retrieval, home delivery, and free shipping both ways after a year of purchasing online. Curbside delivery is advantageous to individuals who are quarantined, as well as to parents with infants that are asleep, toddlers that are active, or anyone who is in a hurry. Businesses that are astute recognize that they can more effectively cater to a broader spectrum of consumers by maintaining a variety of purchasing options.
Robust product descriptions and quantitative details enable customers to effortlessly compare products and educate themselves. The logical conclusion of showrooming was driven by temporary store closures: consumers have developed a greater appreciation for the convenience of conducting both the initial and final stages of their transactions online. Stores may encounter a cruel reality as they reopen: roaming sales associates and physical stores do not always provide the same level of product knowledge, volume of information, or the ability for customers to ingest information at their own pace. Consumers may benefit from “infinite aisle” experiences; however, they are inclined to seek alternatives if they are required to sacrifice informational accessibility in order to peruse a physical location.
Q. Is the significant shift in loyalty due to the year of not engaging with store associates and a brand “in person” or is it a combination of the technology people are using to shop?
A. Consumers have had the chance to reflect critically on their brand preferences, requirements, and purchasing habits over the past year. Stores and restaurants that were able to maintain customer loyalty were able to do so by providing consumers with the ability to self-educate, as well as convenience, home delivery, and access to information. This may have been more effective than in-person interactions. In exchange for that value, consumers are deciding to alter their loyalty and trust. The brands that achieve success are those that satisfy consumers’ requirements for safety, convenience, and the assurance that they can make sound decisions and feel good about them.
Q. What actions should retailers take immediately to maintain customer loyalty, and what actions should they take in a year’s time?
A. Ensure that you are not inadvertently abandoning the customer service, confidence, and convenience that have been instrumental in sustaining your customer base over the past year. If your audience values curbside or residential delivery, refrain from reducing the frequency of these services. If they have maintained their confidence by being able to learn more about your products from a robust website, ensure that in-store content is just as detailed. Additionally, ensure that product knowledge and promotions are consistent across all channels.
Most importantly, in this era of significant social upheaval, it is crucial to inform your consumers about your stance on the issues that impact them and their community. Ultimately, if they are your intended audience, they are also a part of your community. Businesses have the opportunity to engage thoughtfully, act as a force for good, and differentiate from competitors by addressing issues such as diversity, inclusion, Black Lives Matter, and #MeToo. As you consider the future of your business, establish a clear vision for how you will resolve these issues, both internally and externally. It was once believed that businesses should refrain from engaging in politics; however, this perspective is based on a privilege that is unlikely to be shared by your customers or employees. In collaboration with organizations such as Open to All, retailers like Penzeys Spices, Old Navy, Sephora, and Michaels are paving the way to showcase how business can be a force for good and provide consumers with more than just products and services.
Q. In what ways do voice, volume, and vulnerability foster consumer engagement and bring them closer to a brand? Additionally, what does the term “vulnerability” refer to?
A. By empowering their audience and fostering consumer confidence in both their purchasing decisions and the companies they choose to patronize, brands cultivate loyalty. By establishing a consistent and cohesive visual and verbal voice, your brand can instill confidence in consumers. It is not the appropriate time to implement new terminology, redesign your website’s navigation, or overhaul your identity. A consistent voice can enhance the quality of content by providing the appropriate volume, level of detail, and quantity of information to further instill consumer confidence. Ensure that individuals have access to sufficient information to make informed decisions and feel confident, whether it be through the use of diagrams with the appropriate level of detail, an abundance of images in a product gallery, or product descriptions that eradicate the need for conjecture.
Voice and volume are essential components of effective, brand-driven content strategy and user experience design; brands can further differentiate and resonate with their audiences by demonstrating vulnerability. Vulnerability is the risk that is inherent in transparency. Think about the ways in which your organization can communicate more explicitly when it is necessary to acknowledge challenges or repent for missteps, offer insight to the product roadmap or supply chain, or make its values visible. These instances present an opportunity to engage your audience and encourage them to support your evolution, thereby converting critics into customers and customers into supporters.
Q. The term “empathy” has garnered increasing attention in the context of the consumer retail experience. What is the reason for this trend and why is it crucial for retailers?
A. In order to convey compassion, we relate the experiences of others to our own through empathy. For instance, you may be able to more effectively address the requirements of a dissatisfied consumer if you have also encountered a complex return process or a shipping delay. However, empathy is a trendy term that obscures a more significant challenge: Customers, employees, and anyone who interacts with your brand deserve respect before passing judgment. Unfortunately, numerous businesses struggle to demonstrate this. When businesses enforce policies such as racial profiling, tying up black hair care products, requiring employees to work on holidays or during the pandemic, and imposing exorbitant restocking fees, their sunny marketing messages are rendered ineffective.
However, companies are unnecessarily perpetuating policies that lack compassion and respect when consumers can easily move their business elsewhere and share video and details of their experiences on social media. Both social media and an increase in the number of retail options have empowered consumers to demand respect from the establishments where they choose to spend their money. Smart businesses recognize that they are able to more effectively satisfy the requirements of their consumers when they respect them. This is achieved through the application of respect and compassion.