Improving Customer Experience in the Retail & E-commerce Industry

If there’s any industry that has been completely disrupted by digital transformation, it’s the world of retail, e-commerce, and consumer goods. These days you can shop for every person on your Christmas list without even setting foot in a mall—and retailers know it.

That’s why customer experience in the e-commerce industry has levelled up in the last few years. Companies are doing everything they can to make sure that each customer’s experience is seamless and memorable. As James Dillon at Gorilla 360 puts it, “to keep customers coming back, companies need to turn a faceless online store into a brand with a real human connection.”

To improve customer experience, a company has to know more about their customers and their preferences. A customer identity and access management (CIAM) solution makes it easy to get to know customers, which helps turn casual visitors into long-term shoppers. Here are a few examples.

Create a Personalized Customer Journey

As the popularity of online shopping grows, so too does the power of consumer choice. Brands need to differentiate themselves by offering personalized products to their customers. A study by Accenture Interactive found that 91% of consumers are more likely to shop with brands that recognize and remember them, and provide relevant offers and recommendations.

This isn’t exactly new information, but some brands are using the wrong tactics when it comes to personalization. Customers find it invasive when companies predict which products they might be interested in based on their buying history. Instead, customers want an engaging online experience. In other words, they want a dialogue with the brand that moves them along a curated customer journey. They don’t want to have the journey itself defined for them. Essentially, customers still want the same experience they would get in a brick and mortar store, without going to the store itself.

For example, Chicago-based clothing company Trunk Club uses real style experts to help customers create a personalized clothing box complete with items matched to their colour, style, and fabric preferences—all down to the exact size. You pick the styles, and your personal fashion assistant assembles the perfect collection for you.

With a CIAM solution, brands not only gather more information about their customers, but also create better insights about them to optimize their online experience. LoginRadius offers user profiling alongside our registration service to collect and store meaningful data to segment users and understand them in a much clearer way. This segmentation can augment a customer’s journey by providing relevant promotions and offers according to their previous activity.

Furthermore, LoginRadius allows companies to store custom objects in their databases in order to deliver highly personalized content, products, and offers. Custom objects work alongside user profiling by attaching any kind of unique, complex data to a customer’s profile. This data could include purchase history, email subscription preferences, or even, as in the case with Trunk Club, clothing size.

Improve Conversion Rates by Simplifying Registration

While creating a curated customer journey is important, it is crucial for companies to provide a seamless online customer experience from start to finish. Online cart abandonment rates for retail companies in 2018 were 75.6%, according to Statista. Another study noted that 22% of customers indicated that tedious checkout steps, such as constantly having to create new accounts, was the main reason for cart abandonment. Failure to convert these customers into buyers has a major impact on revenue.

LoginRadius helps companies remove barriers to checkout and create a frictionless experience with single sign-on (SSO). SSO streamlines the registration process by allowing customers to check out with a single set of credentials, eliminating the need to create multiple accounts and remember different passwords. SSO also helps consolidate all customer data into a single database, meaning that purchase history, shipping, and billing information are all securely stored for future purchases.

World Vision uses LoginRadius for this very purpose, incorporating our pre-built Shopify integration with their Gift Catalogue to allow donors to seamlessly access their e-commerce portal. The LoginRadius Integration Platform allows companies like World Vision to integrate with hundreds of third-party applications, while implementing SSO across these different applications for a frictionless user experience.

If you’re ready to see how the LoginRadius CIAM platform can help your company, schedule your demo now.

Tanner Smith

About 

Tanner is a Marketing Intern at LoginRadius, a leading Customer Identity Management platform. He joined the company in 2018 after graduating from Simon Fraser University with a BA in Communications and Business.

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