Jeweller - August 2020

Best of Business | NAVIGATE THE FUTURE OF CUSTOMER RELATIONSHIPS
known to ‘showroom’.
However, the same study also revealed
that ‘reverse showrooming’ is an even
bigger trend – 69 per cent of consumers
research products online and then visit an
offline store to order the product of their
choice.
In the SSI/No Problem! study mentioned
earlier, one of the aspects under
investigation was how consumer
expectations are changing with regard
to the offline (bricks-and-mortar) shopping
experience.
The results were clear: consumers
expected the online and offline worlds to
integrate in the near future. In many cases,
that’s exactly what is happening.
The study showed that consumers expect
an increasing level of interaction and
digitisation in the offline sales outlets.
For example, 63 per cent expected stores
to install interactive screens enabling
consumers to look up details on specific
products during their visit, and 64 per cent
wanted the option of ordering a product
online right away if it was not on stock.
The latter figure illustrates the evolution
of offline toward online and back again.
What’s more, 73 per cent of consumers
feel it’s a plus when an online store also
has an offline sales outlet.
Flexible pickup and delivery options will
also become an increasingly crucial part of
any retailer’s online strategy.
Know the customers
Consumers exhibit a growing aversion
to repeating themselves so the key issue
for consumers is to be recognised as a
customer across all channels.
Currently one in three people expect sales
personnel to know that they searched
online and browsed a product prior to their
visit; they want to hear the right answers
right away without having to tell the same
story over and over.
Strikingly enough, this phenomenon is
roughly the same across the world.
Data benefits all
A large portion of the public is still clueless
as to how companies can use their data.
The SSI/No Problem! report showed very
little opposition to the possible use of
consumer data for specific purposes but
only a limited number of consumers are in
favour of such practices – most consumers
are indifferent and have adopted a ‘wait
and see’ attitude.
If consumers had their way, retailers
would primarily use their data to send
them personalised information, something
that 46 per cent of respondents would
welcome.
It’s striking to note that the Dutch, who
are traditionally frontrunners in the field
of digitisation, are the most sceptical of
corporate use of personal data – just 30
per cent of Dutch consumers are okay with
companies using their data.
Countries such as Belgium, Spain, Italy
and also Singapore are much more open
to such strategies, and more than 50
per cent of consumers in those nations
expect better service through the use of
consumer data.
The personal digital world
Several years ago, Peter Hinssen wrote
The New Normal, where he argued that
businesses would need to address a
society without digital limits, where they
are increasingly faced with customers
and consumers who no longer tolerate
limitations in terms of pricing, timing,
patience, depth, privacy, convenience
and intelligence.
This is now a reality. Still, it would be
premature to write-off everything situated
in the human and offline realm just
because the digital society has become
the norm.
On the contrary, consumers all over the
world share the same basic concern for
wanting to build a digital relationship
without losing the interpersonal, human
contact of face-to-face relationships.
Only a handful of companies can do
without but, as always, there are
DIGITAL
CUSTOMER
SERVICE
Upgrade
technology
Consumers are
increasingly
oriented to
new channels
and products
– don’t get left
behind
Embrace the
showroomer
Integrate online
and offline
sales to take
advantage of
showrooming
and ‘reverse
showrooming’
Use data
wisely
Shopper
data can be
leveraged
responsibly
to improve
service and
increase
satisfaction
Retain the
human touch
Consumers
still prefer a
human option,
so be wary of
full automation
when it comes
to customer
service
exceptions to the rule – companies like
Amazon and Booking.com are hugely
successful despite minimal human
intervention.
Google is another case in point, but how
many companies can do what these
leading companies are doing?
The answer lies in their excellent track
record when it comes to customer
interaction. Consider these and it’s easy
to see why they are the exceptions.
In contrast, a company like Dutch
e-commerce business Coolblue has
made a conscious choice to cultivate
human contact.
When an online player opens offline
stores and records videos of employees
recommending their services, it is a wellconsidered
and very intelligent strategy.
Closing thoughts
Never underestimate the impact of real
people. Human contact is crucial in
most customer relationships, even in the
digital world.
Nearly three quarters of consumers like to
have the option of talking to a flesh-andblood
person, even when digital channels
are working perfectly.
The simple fact that this possibility exists
creates peace of mind that many people
still value.
The personal touch is in the little things
– one in two consumers like it when a
business addresses them by name, for
example. Retailers must get to know their
customers so they can personalise the
customer experience.
Of course, the great thing about all this is
that jewellery retailing is one business that
still thrives on human contact, excellent
advice and emotional purchasing.
STEVEN VAN BELLEGHEM is a keynote
speaker and author focusing on customer
relationships and marketing in a digital
world. Visit: stevenvanbelleghem.com
42 | August 2020