Shoppers want multiple ways to contact brands for customer support, whether it’s through direct message or comment response via social media, IM chat on a website, email, phone, or in-store returns counter. They want rewards programs and special offers to be available on physical cards, mobile apps, and web portal logins—freeing them to shop whichever channel they desire. 

Customers not only expect a frictionless omnichannel focus upfront, but they expect it in your back-end processes, as well. Advances in technology have made it easier for brands and retailers to keep items in stock, fulfill orders efficiently, and checkout orders quickly. Bridging the gap between online and offline channels alleviates bottlenecks that would otherwise jeopardize the overall user experience.

Modern shoppers expect exclusive deals on the products they like or would like, quick resolution of issues, timely back-in-stock alerts, personalized recommendations, as well as the ability to find what they need faster and easier. While many of these shoppers are comfortable with sharing data, they also expect full transparency. They want to know what data is being collected about them, how it will be used, and who it will be shared with—as well as a way to opt-out of data tracking. 

Brands can incorporate hyper-personalization into social, mobile, and in-store marketing—which also creates an omnichannel experience—to cater to consumers’ desires. 

Social

Four out of five consumers believe society is more divided than ever—and 78% are looking to leading brands to bridge the divide, using social media as a platform. Brand behaviors that connect with audiences include:

• liking or responding to a fan
• showcasing brand personality
• supporting a cause
• inviting user-generated content
• promoting offline events

Consumers want brands to focus on people, not just products. They look to brands to connect disparate groups of people across platforms. Why does social connection matter? Three-quarters of those surveyed said they would buy from a brand they feel connected to over a competitor. When they don’t feel a connection, 70% are less likely to shop there and 61% spend less when they do.

Mobile

Existing mobile architecture makes it easy for brands to connect with busy, on-the-go, smartphone-enabled shoppers. Brands can partner with a third-party mobile shopping rewards app, like Shopkick to reach an already-loyal base of consumers. Shopkick allows consumers to begin their purchase journey by browsing engaging in-app content from several brands and retailers, whether they’re at home or on the go. For partners, this content helps build pre-shop awareness and consideration and puts products at the top of shoppers’ minds. Users can check the Shopkick app to see which brands or retailers offer “kicks,” or rewards points, which incentivize shoppers to visit a store or browse online. Eventually, Shopkick users redeem their kicks for free gift cards, which builds a positive affinity and loyalty for the brands that awarded them. 

In-store

The personalized retail customer experience has overtaken product and price in terms of competitive advantage, with 86% of shoppers willing to pay more for better UX. Brands can leverage Shopkick in-store to offer consumers an engaging and interactive, rewarding experience. In-store, Shopkick utilizes an engaging gamification strategy that drives shoppers to products at-shelf and encourages physical product interaction in exchange for kicks. This allows brands to boost product awareness when it truly matters most—in-aisle, with the product in hand. By offering users an additional kick incentive for making a purchase, Shopkick closes the loop and drives sales. When consumers receive rewards via Shopkick, they attribute them to the partnering brands—also building positive affinity and loyalty.

Ultimately, consumers want to feel seen, valued, and appreciated. They want to feel an emotional connection with the brands they choose to bestow with their business. After all, it’s a competitive market out there and if you won’t cater to the individual, the consumer knows there are plenty of other brands that will. Tools and technologies make it possible to see each shopper as a unique individual and tailor the experience on a micro level. By taking care to create a personalized, omnichannel, rewards-packed experience, you show consumers you understand what they value and what matters most in their lives.