Do you know how to deliver that ‘wow’ factor to customers? Having the best quality products, inventory or online imagery is no longer enough.
Shoppers want an engaging shopping experience, whether it’s online or in-person, and it’s up to businesses to make it memorable. Make sure your online business stacks up to customers’ expectations with these three critical success factors.
Intuitive navigation without the guidebook
If you’ve ever had difficulty locating the search bar on a website, you can understand the value of an easy-to-use layout.
Brands are more likely to convert visitors if products and resources are easy to find and customers can quickly navigate the webpage.
This is also a critical success factor on mobile, where screen sizes are smaller and customers are usually browsing and shopping on the go. A simple, streamlined website will create a positive brand image and user experience.
Global estimates have the Earth’s population reaching approximately 7 billion, of which 5 billion are expected to own a mobile phone by 2017. It’s no wonder that brands are seizing the opportunity to explore new markets. Globalization has provided numerous opportunities for new regional revenue streams. However, globalization has also made it a challenge for brands to create a five-star customer experience. Global marketing campaigns, product launches or IT integration all have multiple layers of challenges that must be addressed long before the planning begins.
Let’s examine the top challenges marketers and business leaders must overcome to captivate the global audience.
Challenge #1 Breaking through cultural barriers
A one-size-fits all approach to marketing is a death wish for brands. Language barrier aside, brands must fully understand local markets before driving any new initiatives. For example, cultural norms might prevent customers from purchasing specific items such as swimsuits or books, or from shopping during a religious holiday. A particular offer or email can easily offend a shopper in one country while engaging an individual in another. Brands need a strong team dedicated to understanding the local market before hitting the planning stages of a new initiative. Leveraging insights from big data, for example, is one way of doing this effectively, but it also takes careful observation and study of a society’s cultural norms before embarking on a new program.