公司执行委员会

2023年2月6日

品牌,简化采购之旅可能留住忠诚客户十年前,公司执行委员会,研究公司现在并入Gartner发布了一个有趣的研究发现消费者感到被信息和选择,真的渴望一件事——最简单的采购之旅。品牌帮助消费者简化购买旅行更容易留住忠诚客户86%和115%更有可能向他人推荐,研究发现。简单的效果只有在年加剧。品牌策略和设计公司西格尔+盖尔,第九版的“世界最简单的品牌”去年12月发布的报告,发现大流行永久离开讨厌的复杂性和愿意支付溢价为简单的经历。根据这项研究,57%的人愿意花更多的钱购买简单的经历。百分之七更有可能推荐一个品牌,提供简单的经历,相比2018年的64%。股票的公司认为是世界上最简单的品牌表现主要股指自2009年以来1600%的平均水平。简单导致快,无摩擦和消费行为的互动快乐简单的力量植根于科学。简单性原则——传统上称为奥卡姆剃刀剃须(这将是一个伟大的名字品牌),之后的英国哲学家认为,认为人类思维是自然偏向简单而复杂。公司将是明智的记住这些现实面前建立自己的客户体验。 Customers don’t think in terms of a retailer’s omnichannel strategy or its cool new app designed to attract legions of average daily users, they just want fast, frictionless and happy interactions. An example from my own life: My three children love a particular national fast-food restaurant, and we enjoy going there. The chain has installed electronic kiosks, and I use them to scroll through the menu and place and pay for orders. I find them convenient. They could be better, however. You see, my kids always order exactly the same items. Imagine if I could walk up to the kiosk, scan a QR code on my phone and have the system automatically recall our preferences. That would make the kiosks simplicity superstars. The Key to Breathtaking Customer Experiences: Omnichannel Retail When a company achieves the highest degree of not only simplicity but elegant simplicity, the effect can be breathtaking. Consider, for example, Apple Pay’s integration with financial institutions. If your credit card is lost or stolen, when you order a replacement, the new number instantly is fed to Apple Pay on your smartphone, so you can keep paying for items before the new physical card arrives. And many recurring bill payments that use the card also are automatically updated. Retailers in particular must make that kind of profound simplicity for customers their guiding philosophy as they design omnichannel experiences that integrate all the modern conveniences consumers expect, from BOPIS (buy online, pick up in store) to the ability to check inventory via an app. And, make no mistake, providing effortless simplicity is critical in each and every channel. Take brick-and-mortar , for example. The latest evidence that people still love the in-store experience is a recent survey of 2,000 American shoppers by UserTesting and market research company OnePoll that found nearly two-thirds were considering heading to physical stores during the holidays, a tradition they didn't plan to skip. The poll showed a nearly even split between consumers who prefer to shop online and in stores. A third planned to do both. Simplicity Reigns Supreme: Accelerating Online Commerce Route to Success Meanwhile, the online commerce boom keeps accelerating, with estimated sales reaching $257.3 billion in the second quarter of 2022 alone, according to government figures . Companies face a constantly rising bar for delivering an outstanding experience on their apps and websites. And here come newer trends, such as phygital, which integrates virtual and real-world experiences to create more immersive, interactive and exciting customer experiences, and the metaverse, where people can shop using immersive technology such as virtual reality and augmented reality . The routes to the customer keep expanding, but across all of them, a brand’s ability to keep things simple is and will remain its top differentiator. Bringing the highest level of simplicity to its customer experience has become the smartest thing a company can do.