The Seamless Model: Evolving Beyond One Size Fits All

By: Gina Joseph,
Communications Manager, inContext
Solutions

When
stores and CPGs think about the ways they can engage the customer, many things probably come
to mind: creating compelling in-store signage, using mobile apps, providing
expert customer support, and interacting on social, just to name a few. These
are known as touchpoints; engagement points designed to make sure your shopper
is aware of your brand.

But how do we make all those touchpoints come together in a
seamless way?

Unveiling the people
behind the curtain

At their OmniShopper 2015 conference session, Scott Jeffrey
and Lori Parrett of Interbrand Design Forum talked about the idea of 'seamless'
shopper experiences. These experiences happen in part because shoppers are
happy and satisfied with a brand, without knowing all the intricacies of why.
They know they are loyal customers or advocates of certain brands and
retailers, but they never have to think about the many factors that go into a
seamless experience.

It's our job as retailers and CPGs to be the people behind
the curtain, making everything run smoothly.

Omnichannel is the
template, Seamless is using it

The shopper journey is not linear. The reality, as Parrett
put it, is that people bounce in and out of moments where they serve as the
shopper, the customer and the consumer. Having multiple channels to support
these moments it what creates that seamless experience.

As retailers and CPGs, we have to depict the total shopper
journey'in the right moment, with the right message, and at the right place.

How to overcome the
hurdles

So what are the hurdles that appear when we are trying to
create these interactions? And how can we overcome them?

One such hurdle is the question of internal silos'how to
make people realize that just because that's how they've always done things
doesn't mean it's the best way. These tentative adopters of new technologies
and ideas can be hard to convince. Knowing the best channels to reach them at
could make all the difference.

Another is data, and how it's being used. Understanding the
data available for your brand and then using it in a smart or creative way to
engage your customers can make a big difference when it comes to a seamless
shopper experience.

In addition, disruptors (things that pop up in the middle of
a project that derails progress) and crowds (the shear amount of chatter and
noise that gets in the way of your message being heard) are also hurdles to
overcome. Having a plan in place to deal with derailments, and auditing your
touchpoints'putting yourself in the customers shoes to gauge what will interest
them'are both important when thinking about our shopper experience.

The bottom line? A 'seamless' shopper experience will vary
by retailer and brand as far as tone, story, and voice: but those who know
their customer will be able to seamlessly create brand advocates.