By Guray Ozturk
Malaysians just love discounts, and monthly sales events like 11.11 are the perfect example of that. As the sales period rolls around, shoppers eagerly anticipate the slashed prices and irresistible promotions, whether it is to hunt down a long-desired item or spontaneously adding to cart.
However, amid this shopping frenzy, customers often face challenges that can dampen the excitement. Slow loading websites, forgotten carts, and delayed customer support can turn the shopping experience from fun to frustrating. Depending on the frequency, some platforms may face a lot of negative feedback from customers – driving a wrench for shoppers and sellers alike.
With that in mind, how can businesses turn these challenges into opportunities, and streamline the ecommerce experience for their customer?
This is where an omnichannel approach makes for the perfect solution. This new system within the ecommerce world revolves around the integration of different interaction methods to customers. Here in Malaysia, WhatsApp has up to 13.8 million users which is a substantial sum of potential customers waiting to be nudged. In fact, a record surge can be seen last year with over 8.2 billion messages being sent during Cyber Week over mobile-friendly, conversational channels, showcasing just how essential it is to stay connected across multiple touchpoints.
Here’s how omnichannel solutions can deliver a seamless shopping experience for both businesses and shoppers:
Elevating Promotions with Multi-Platform Messages
Getting the word out on current promotions is one of the key parts to capture customer interest and driving sales. Omnichannel platforms enable businesses to share offers, product launches, and updates across various social channels at once, making sure no one misses out on the fun.
Picture this: a shopper browses a store in person, spots an item they like, and decides to wait for an upcoming sale. By following the brand on Instagram, they later receive a notification about a sale which includes that very item. After their purchase, the brand keeps them updated via WhatsApp and email, ensuring the item arrives safely. This seamless communication ecosystem makes the entire shopping process cohesive and keeps customers engaged with the brand at all times.
Timely Reminders to Boost Conversions
Speaking of time, a smooth shopping journey is not just about promotions – it is about maintaining customer interest until the very second they complete a purchase. In fact, 63% of people start their shopping online but nearly half still prefer making their final purchase in-store. Omnichannel platforms excel in this area by providing smart reminders to prompt customers in every step of the way. Tailored notifications and prompts can tap into customers’ past browsing behaviour or previous purchases to help them stay connected to products they love. This includes back-in-stock alerts, sale notifications, or abandoned cart nudges, which can make all the difference in turning a browser into a buyer.
Instant Updates for Transparent Transactions
Another important factor about online shopping is keeping customers informed to build trust. Omnichannel platforms shine in this area by providing real-time notifications that ensure customers are aware of every step of their order journey. From confirmation emails to tracking details and delivery updates, these instant notifications help alleviate any worries customers might have about their purchase.
Beyond the transaction itself, notifications about loyalty programmes, upcoming promotions or special rewards can also deepen customer engagement. Even a simple post-purchase survey can become a great way for businesses to collect feedback and fine-tune their offerings – making sure that they continue to offer the best services for the customers when they return.
24/7 Support with AI-Powered Assistance
The online world moves fast, and customers expect support that moves just as quickly. Thanks to the advancements in AI, businesses can now provide round-the-clock assistance that enhances the overall shopping experience. AI-driven chatbots can handle everything from answering FAQs to more complex tasks like providing document provisioning – making customer support both efficient and accessible.
Automating certain processes also reduces operational costs while ensuring customers receive timely responses. For more intricate inquiries, these bots can pass the conversations to human agents, empowering businesses to deliver superior customer service. This perfect blend of AI and human expertise strengthens customer relationships and ensures that no question goes unanswered.
At the end of the day, ecommerce remains a highly competitive world. Businesses that decide to equip themselves with omnichannel platforms can create a shopping experience that is smooth, satisfying, and frustration-free – even during the hustle and bustle of high-traffic sales periods like the upcoming 11.11 event. By integrating these nifty tools, businesses can not only address common customer pain points but also foster stronger relationships and build lasting loyalty. The result? Happier customers and a healthier bottom line for all businesses.
Guray Ozturk is head of BFSI and digital, APAC from Infobip
