August 2024 | omnichannel The Key to Customer Delight: Unified Brand Experiences Across Channels

In today's retail landscape, customers have more choices than ever before. With the proliferation of touch points, how can brands foster loyalty across multiple channels? Parla's CEO, Jamila Jamani, recently caught up with Liza Amlani, retail expert and Principal and Co-Founder of Retail Strategy Group. The firm works with retailers and brands, helping them improve profitability and organizational effectiveness. Clients include Columbia/Mountain Hardware, Under Armour and Lands' End. 

The Customer-Centric Approach

"The customer doesn't see channel, they see brand," Amlani emphasizes. This fundamental truth is often overlooked by retailers. Successful brands create seamless, frictionless experiences across all touchpoints - whether online, in-store, or through social media.

Amlani explains, "The customer's expectation is to have the same experience across anywhere they decide to shop or engage with that brand." This consistency is key to building and maintaining loyalty in an increasingly fragmented retail environment.

The customer doesn't see channel, they see brand.

Product Development and Loyalty

Developing the right product assortment and listening to customer feedback are crucial for driving loyalty. Amlani suggests incorporating customer insights and data into the product creation process, even when dealing with long lead times. This approach helps brands stay responsive to customer needs and preferences, ultimately driving loyalty through relevant product offerings.

By integrating insights and shortening the timeline from concept to store, brands can enhance the customer experience and make timely adjustments to their offerings.

Technology as an Enabler

Leveraging the right technology is essential for making better product and marketing decisions. However, Amlani cautions against siloed tech adoption, advocating instead for cross-functional collaboration when selecting and implementing new solutions. This holistic approach ensures that technology truly serves the needs of both the business and its customers.

Use data and customer insights to inform brand decisions from product development to store experience.

Creating Delight Across Channels

"We have to get the customer to experience delight across all of the channels in any way they decide to engage with you," Amlani notes. This means personalizing journeys and ensuring enjoyable touchpoints through the strategic use of customer data.

To achieve this, brands should focus on:

1. Personalization and Data Utilization: Leveraging customer data to tailor offerings and communications to individual preferences.
2. Integrated Technology Solutions: Implementing systems that streamline operations across channels.
3. Employee Training and Empowerment: Training staff to be both product and customer-obsessed.
4. Feedback and Continuous Improvement: Regularly soliciting and acting on customer feedback.

The Human Touch

Despite the rise of digital channels, the importance of knowledgeable, customer-obsessed sales associates shouldn't be underestimated. Amlani shared her positive experiences with Nordstrom, where the combination of an efficient online pre-shopping experience and research with consistent relationships with sales staff enhance the shopping experience and drive loyalty. 

Technology does not replace people. Retail success still requires product and customer obsessed sales teams. 

"These are basic retail fundamentals that I think a lot of retailers have gotten away from," she observes, emphasizing the continued relevance of personalized, human interactions in building brand loyalty.

This approach to unified brand experiences across channels isn't just a strategy; it's becoming a necessity for retail success. As Amlani's insights demonstrate, the future of retail belongs to those who can seamlessly blend technology, personalization, and human touch to create delightful experiences that keep customers coming back, regardless of the channel they choose.

Watch the full conversation here.