Guest Column |
By Monica Eaton-Cardone, Chargebacks911
Years and years ago, Amazon first introduced shoppers to one-click purchasing. Their Alexa devices are now making voice-enabled commerce a promising development. And those are just a few examples of how they’ve changed the game for online retail. What about other merchants, though? How does a player like Amazon affect the market more broadly?
Loyalty programs are symbiotic in nature. Customers exchange personal information expecting a high return on involvement. The onus is therefore on brands to use gathered data to discover what customers value, and to then deliver authentic, personalized experiences and rewards to the customer throughout the buyer’s journey. True customer intimacy comes from engaging in a sustainable and mutually valuable relationship.
As consumers become more demanding, thanks to the conveniences of online shopping, savvy retailers are making strides to replicate — or even surpass – that experience at physical locations. Retailers that make customer-centric decisions — investing in stores, technology, fulfillment, and customer service teams — will stand to profit.