How COVID-19 has accelerated the trend of online shopping

This is an extract from the eTail Germany benchmark report sponsored by Zendesk - download your free copy here today!

The COVID-19 pandemic accelerated the trend towards online shopping as well as digital transformation in the eTail space. Some consumers, particularly in older age brackets, bought online for the first time during lockdowns, for example, because strict social distancing measures prevented them visiting physical stores.

Although the first phase of the pandemic is over, with vaccines and treatments reducing some of the impact on our daily lives, a growing number of people have come to depend upon the high level of convenience online shopping offers. According to the German Federal Statistical Office, sales over the internet increased 14.5% in a single 12-month period, demonstrating the opportunity for responsive multi and omni-channel retailers.

However, the new environment comes with challenges, not least the need for businesses to differentiate from one other, to cut through the noise and to build loyalty in the face of increasing competitors, at home and internationally. It’s for this reason that customer service is an increasingly important component in differentiating market leaders that can offer personalised experiences across all channels.

What worked in the pre-pandemic world may not have the same success today, meaning businesses must adapt quickly and remain agile in the face of evolving customer expectations. Collecting, refining and disseminating data will be critical in transitioning to the post-pandemic global retail landscape. Businesses can leverage what they know about the people who buy from them to carve out targeted customer experiences.

It’s not a simple task: organisations must understand how to capture data, then remove it from silos to create a ‘unified view’, providing a clear picture of customer needs at the level of the individual. With the right software in place, plus open flexible APIs capable of connecting current and future software, it’s possible to simplify complex data sets and get an unequivocal view of the customer journey.

Furthermore, while technological upgrades can be a headache, businesses that act now can create malleable structures that fit the future. An investment of time in the short term will pay dividends for years to come. Gaining insights is, of course, only half the job. CX teams must be empowered to deliver on customer expectations with, for example, multi-channel support that includes innovations such as self-service and personalisation.

When it comes to communication, people want options. Phone lines, live chat, bots and messaging apps must work in synchronicity, giving customers the chance to pick, choose and combine mediums while your business keeps sight of the context of their enquiry.

Digital communications are updating in real-time, and retailers must keep up. After all, successful companies communicate via their customers’ preferred channels.

This report outlines the ‘new normal’ for multi- and omni-channel retailers, offering insights on the proclivities of a newly expanded, global customer base. By learning more about them, communicating effectively and providing perfect customer service, retailers can thrive in the future.

Download the full report, Leveraging Data and Integrating Channels for a Seamless Customer Journey, for more information!