Years ago we often associated the word seamless with women’s stockings but times have changed. Now whether we’re talking about a satisfying shopping purchase or access to the latest news, consumers want a seamless experience. Retailers, marketers and the media are all figuring out the best way to meet the “gotta-have-it-now” and “gotta-have-it-how-I-want-it” consumer mentality.
I’ve been thinking about this lately since the same word was discussed recently in two totally different settings. One was during the insightful Webinar, “Closing the Gap Between Retailer Capabilities and Customer Expectations,” presented by Susan Reda, Editor of STORES Media and Renato Scaff, Managing Director of Accenture’s Retail Practice. To access the Webinar citing the firm’s research results click here.
The other was during a lively breakfast meeting of New Jersey-based senior level communications colleagues a couple of weeks ago where we shared best practices and challenges in regards to measuring the results of our clients’ campaigns. The moderator, Ken Jacobs, explained that news and information consumption is now a seamless activity. People are using different types of methods and devices to keep abreast of what’s happening and its relevance to their daily lives. We talked about various ways to track P.R. and marketing campaign results in this new media and social-media environment which encourages sharing online and across social-networking platforms.
Even though the subject matter for the Webinar and the meeting were totally different, one of the main points was the same – today’s consumers want seamless experiences. Period. The delivery methods and distribution channels for retailers and the news media have changed immensely due to our interconnected, integrated world. Neil Blumenthal, co-founder of Warby-Parker, the trendy and popular prescription eyewear brand which launched online a couple of years ago also opened a flagship store in New York City. He believes the term E-Commerce will be obsolete soon with the convergence of e-commerce and bricks-and-mortar stores.
According to Mr. Scaff from Accenture, retailers need to Customize, Connect, Converge and Collaborate to become seamless and satisfy consumers’ needs. A few other takeaways discussed during the Webinar were:
- Consumers are as price-conscious today as ever
- The customer experience is everything
- Free delivery is more important than getting same-day delivery with a fee attached
- People like receiving coupons via email
- Consumers want something back in exchange for their brand loyalty.
We’d love to hear your thoughts about seamlessness and how it’s affecting your role and business today.