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In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.
Much like previous investigations on retailers Apple and John Lewis this explores the customer journey in a nutshell, looking at paid search visibility, ad relevancy and the speed and ease of the ecommerce user experience.
This week: Ikea.
It is my job to explain in the simplest terms certain digital marketing phrases that may seem confusing, misappropriated or darn well unwieldy.
Today we’ll be taking a look at the terms customer experience (CX) and customer experience management (CEM), phrases that in our increasingly consumer-focused and connection-based economy have risen to the top of every business’s agenda.
This is for the naysayers who think that social media is an alien terrain for B2B organisations.
This is also for those working within B2B who need to present a case to those higher up that social can work for their company.
This is also to celebrate the many B2B companies already using social in a way that puts a lot of B2C operations to shame.
Personalisation is a fundamental part of digital strategy and a strong commercial case for using it is as follows: a reported 14% uplift in sales.
The increased understanding and use of testing is giving companies more ability to tailor customer experiences in an improved, genuinely personalised way.
Serving each segment a tailored experience also has the future potential to raise conversion levels even higher than the 7-10% uplift reported in 2014.
Many executives are overwhelmed by the rate of change in digital. Little wonder that some just give up trying to understand what currently drives customers.
However if you strip away the smartphones, iPads and wearable devices, you’ll see that consumer needs haven’t really changed that much. In fact, the desires of the always-on digital consumer may be identical to those operating in the first marketplaces 1,000 years ago.
This was going to be a rigorous test of another specific UK fashion retailer’s paid search strategy, through to landing page and eventually checkout. Essentially a complete ecommerce journey from the customer’s point of view.
But then I was bombarded with LED festooned Christmas tree jumpers, wool sweaters featuring Santa with a fake wobbly Santa belly and pullovers with Rudolph’s glowing red nose and things went dramatically off-course.
Are retailers doing enough with our data to make online customer experiences truly personal?
If you’re used to shopping on Amazon regularly then you’ll be used to a homepage full of items you’ve already browsed, items inspired by your history and other recommended products based on your preferences and behaviour.
Savvy marketers know that the internet puts people in control.
These prospective buyers are going on a journey of their own making, and smart marketers know that creating engaging content and being exceptionally helpful will help position their brand as the only logical choice.
I’m going to set out my prejudiced little stall immediately: I hate booking cinema tickets online.
In terms of annoying outdated UX, booking tickets for all the major cinema chains is up there with pagination, full-page takeover ads and reading our old non-responsive site on a mobile.
I looked at the major players Odeon, Vue and Cineworld earlier in the year and each provided a frustrating experience, full of unnecessary distractions and barriers to purchase.
In which we take a look at the experience of using John Lewis from a customer point of view.
Meaning this won’t be a robust test of the ecommerce site’s search functionality, or the quality of its mega-navs, or the persuasiveness of its homepage.
Instead this will involve searching for an item on Google, clicking on the most attractive result, testing the relevancy and helpfulness of its landing page and seeing how quick and easy it is to make a purchase. The customer journey in a nutshell.
The wait is over.
As a returning visitor to Econsultancy, you’ll notice that things are a little different around here.
So what have we been working on? Here’s a whistle-stop tour of the key drivers for what you can experience on the new site.