In today’s fast-paced digital economy, companies tend to get distracted in coping to the digital disruption that they lose their main goal, which is customer satisfaction.
Personally, I can relate to this with the online platform Zalora here in the Philippines. I started patronising Zalora back in 2015. I just started work and was in need of my everyday corporate attire. Back then I would always shop in retail giants H&M and Zara, but Zalora caught my attention through their affordability and accessibility. A single dress would usually cost me at least Php 2,000 in the mall but in Zalora, I can find something less than Php 1,000, half the price! Plus, I can shop anytime and anywhere via their website or mobile application. I don’t have to leave the comforts of my home to buy an outfit I need.
Zalora also provides you the options to pay Cash on Delivery or through debit or credit or bank deposit. I personally use my credit card for purchases because of my confidence that Zalora will always deliver my prepaid items.
Though what made most shoppers reluctant in buying from an online platform like Zalora is how they cannot fit or see the physical product before the purchase. There are risks involved like what if I don’t like the quality, it doesn’t fit me well etc. Zalora offers a 30 day exchange and even a full refund back to your Zalora Wallet or bank account. In order to return the item, you can opt to have Zalora pick it up or drop if off at any courier partner, both options are free of charge. The steps for dissatisfied customers are really easy and Zalora also has a reliable customer service that will accommodate any other inquiries and concerns. I’ve been a loyal customer for five years now because of Zalora’s excellent customer service.
Zalora uses these 4 principles to shape the journey of their customers.
From: Youtube
The cycle starts with:
Real-Time automation - Get something done and get it done now. There is no lag between clicking an item to be added to my digital shopping cart onto checkout. Everything is secured, instant and easy.
In-the-moment interaction - Provide all the basic information any customer will want to know about the product by putting yourself in their shoes. Zalora provides the product material, specific size measurements per size and even a "find my size" calculator as if you were fitting the apparel. Things you usually look at in a store. To further interact with their clients, Zalora evolved from just being a website to having its own mobile app and even pop-up stores where you can actually fit the product first before ordering it and having it shipped to your home.
Proactive intelligence - Companies must take advantage of the information about buyers, whether from data collected or observed. Customers should be segmented into groups or even individually in order to send a personalised offers at the right time. This step is very valuable and should be optimised.
This applies on how Zalora sends me e-mail whenever Work Dresses are on sale because they have observed my purchasing activity on work wear. Also, whenever I click on an item, there are similar items offered below and also a "complete this look" option to make shopping easier for me.
Lastly, Engagement Innovation - Continuously innovate and create new promos to engage more interaction, purchase and brand loyalty.
Luckily for Zalora, the brand was born digital with no physical brick and mortar store to hold their merchandise. They did not need to adjust in the digital economy. Unlike Primer Group of Companies, who is also a retail distributor here in the Philippines, known for their Res Toe Run (RTR) was forced to evolve into digital interface because of the digital economy and COVID-19.
Below is the Digital Interface of RTR. Currently, sales are picking up from the e-commerce site and less reliant on the physical store. Though since this site is just newly established, there are still a lot of improvements that can be made to be as accessible and hassle free as Zalora's business model and with the help of the 4 principles.
In summary, we are now all forced to go digital but we must not forget to include and prioritize the customer journey. Gone are the days of push marketing and hard sell, the importance of pull marketing, having a personal touch and excellent customer service is what keeps a positive customer perception and creates brand advocates.
A bonus tip is customers do not really know what they need and only discover along the way that they need it. So, as marketers, we must stay a couple of steps ahead of our customers to be able to guide and shape their journey from brand awareness to sales.
Stay Tuned & Stay Hungry!
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