We knew this year would require brands to work on the ongoing challenge of optimizing the customer experience. However, being able to embrace a customer-first approach through digital operations has turned instrumental for brands in 2020. As merchants work towards the post-coronavirus future, what does that look like?
While it sounds like a massive undertaking, good news is on the horizon. Moving into the second part of 2020 will be more about utilizing today’s technologies and strategies to mature versus chasing the next big thing. At Echidna, we see three core areas that are not new but seeing the right amount of innovation. Brands utilizing them will be enabled to drive real impact on their bottom line through the rest of this year and well into the future.
Our client and 2020 Adobe Experience Maker Award Nominee FrontPoint Security has done an excellent job at solving the customer experience challenges through these three core areas. Let’s explore them further.
Many brands have created a customer experience that requires a salesperson to have to either guide the customer through their options or intervene at some point in order for the customer to complete the sales. The ability to create intuitive online experience customers can use to self-guide their buying choices and complete their purchase online will play a significant role in eCommerce growth in 2020. Allowing the customer to be in complete control of the sale without requiring the assistance of a salesperson, no matter what the product, is a key piece to the customer experience puzzle.
FrontPoint Security recognized this trend and took their complex sales process to a complete DIY online experience. By partnering with Echidna to implement Magento Commerce Cloud they were able to create an intuitive online experience for customers that allows them to easily purchase without having to connect to a salesperson.
Frontpoint Security’s unique take on DIY eCommerce has worked in their favor. The brand has seen a 111.2% growth in checkout conversion. Leveraging Magento’s responsive theme framework, it allowed FrontPoint Security the ability to create a unique storefront user experience right on top and deliver the intuitive DIY shopping experience for visitors on all popular devices. Furthermore, Magento’s attribute sets and product attribution allowed for DIY selling experiences that guided visitors through package, plan, and add-on choices prior to purchase.
Today’s technology and through the evolution of data-driven marketing, the consumer shifted from admiring personalization to requiring individualization from brands. The more complex the product, the more a customer will be looking to the merchant to get that individual treatment. This requires merchants to shift their mindset and previous ways of doing business. No longer looking at segments of customers, but the individual buyer requires a different lens and technology requirements. However, the payoff in 2020 and beyond will be well worth it for those that succeed.
With highly complex customer experience, being able to execute online individualization with ease was a significant challenge for FrontPoint Security. By implementing Magento 2.2 Enterprise Cloud Edition, they were able to transform the entire customer experience and offer a truly individualized experience for users. Customers now have the option to purchase the right product for themselves through their innovative guided selling process on desktop and mobile and without needing to connect with a salesperson. In creating an individualized experience Frontpoint Security has seen a 12.3% growth in add-to-cart.
Individualization is a lofty goal. It requires a larger amount of data and the ability to break down that data to serve a single user. But by improving on your brand's data management this year you will be able to deliver a connected and superior customer experience. Your brand will become more relevant to your users, which will serve you well now and into the future.
Read FrontPoint Security’s Case Study
Moving into the last half of 2020 has shown just how quickly commerce can change, and how it will continually evolve. It is more important than ever for merchants to not simply implement an eCommerce technology, but to be able to discern whether the eCommerce technology they implement offers a foundation for continual innovation and growth. With sometimes little or no warning of change, the ability to create eCommerce scalability and agility will serve brands well into the future.
Frontpoint Security understood their current system left them unable to meet their growth goals. An example of this was supporting their retailers creating a kiosk oriented channel, essentially leveraging the same storefront as their website. Without leveraging Magento 2 Enterprise Cloud Edition this type of swift scalability would not be possible.
Legacy and homegrown eCommerce systems are increasingly unable to create the scalability and agility needed, missing important capabilities and features. Those merchants who are able to create a flexible omnichannel environment that is able to evolve with the times and their brand will see the benefits.
No one can predict the future, but we can look to ideas and trends that will likely shape it. Through the three core areas discussed you can help your brand adapt to the major changes this year has already seen. Things won’t go back to the way they were, so taking the approach of accepting a new reality and shifting your (company) mindset is important. With effort and focusing on the right areas, we can work towards making even the uncertain future of commerce be a better one.