Retailers looking to maximise sales during the Christmas period are in a sticky situation. This is attributed to the blend of cost-conscious consumers and ongoing industrial action creating a tricky combination. Royal Mail strikes have been the cause of particular concern over the past few months. But these have come to a head through peak shopping season adding further pressure on brands already navigating a challenging climate.
At this time in particular, building consumer trust through a positive customer experience is critical. It can reassure shoppers and give them the confidence to purchase this festive season and beyond.
Giving customers the choice
Giving consumers as much choice and control over the situation is important. Especially when external circumstances are out of a brand’s hands. Being clear from the outset on how delivery could be impacted and giving customers as much information as possible allows them to plan. If possible, offer flexibility around the delivery process. For example, a choice of courier. This enables customers to choose options that are best suited to their needs.
Being proactive with communication
Proactive communication is a must, especially alongside the backdrop of strikes and potential delays. Consumers should be informed of the status of their order at every stage of the process. Particularly if they are buying a gift, they will want to be kept informed at pre-shipment and delivery stage. This is important for helping to reassure, build trust and make the customer feel valued.
ParcelLab research across 200 of the top UK ecommerce brands recently found that 70% did not send email communications to consumers who had encountered delays. This is highlighting a significant opportunity for retailers to stand out alongside competitors and better engage customers.
Taking a proactive approach to customer communication allows consumers to be made aware of potential issues and updates as soon as they occur. But it also helps to drive a reduction in WISMO enquiries being handled by customer services. This proactive communication approach brings efficiencies to the business. Thus giving staff the space to focus on other matters that are more challenging to handle.
Making every aspect of the experience efficient
It is not just the initial order process that brands should have front of mind when it comes to the customer experience during this period. Returns are another critical area, especially during peak season when purchase volumes are surging. Consumers are likely to worry about the impact strikes will have should they wish to send an item back and seek a refund.
Online return platforms can be a key differentiator for retailers. The self-service online portal allows a customer to conduct returns requests and track the status of any of their ongoing order, giving them updates when a return is received by a brand and informing them when a refund has been processed. Returns platforms really simplify the returns process and give shoppers flexibility. But they also open another way brands can build trust and engagement with their buyers.
As the strikes continue to create uncertainty for shoppers, implementing this technology can help give a consumer great confidence when making a return. This will massively help to overcome the crucial pain point in the overall experience. Despite the benefits they offer both customers and brands, however, only 28% of retailers are currently offering this service.
While brands are having to navigate challenging conditions this peak season, this should be viewed as an opportunity to demonstrate exemplary CX. Understanding what matters to customers and being proactive in communication to put their mind at ease at every stage of the post-purchase journey – despite the strikes – will help cultivate trust and confidence.
With an uncertain few months ahead, retailers should put solutions in place now and show that they have customer experience at the centre. Those that do so will stand apart from competitors, and be rewarded with repeat purchasers.