The customer-centric blog of Linc Global
With their breadth of available inventory and shipping infrastructure, it seems that Amazon has everyone cornered. But, there are incredible opportunities for brands and retailers to compete with Amazon – and thrive. In today’s post, we’ll focus on how to outperform the big, smiling behemoth when it comes to customer experience and engagement.
Email is the new filing cabinet. When’s the last time you checked email? How about when you last checked your phone for new messages? If you’re like 4 out of every 5 consumers, you went first for messages and left email alone. Most people leave it alone for a day, or 2, before checking it, and it is earning a reputation for being a place where official records are sent and can be searched for later. Click video to learn more: It’s definitely not where most people chat about the weekend’s plans, or check out the latest styles from favorite brands. Now, this shouldn’t surprise anyone, but based on the ecommerce’s love affair with email, it would seem that there’s a misalignment between marketing and its intended audience. While many consumers are using instant messaging, text and social apps multiple times per hour, brands are working hard on their email creative for the week, and setting up their campaigns to go out at just the right time, though it has far less impact that it did 10 years ago. This is troubling for a number of reasons, but let’s keep this brief. Primarily, the problem here is that many teams are structured around channels. And at a higher level, many companies are structured with marketing, ecommerce and customer service teams sitting apart from each other, and doing their level best to “enhance communication channels” and ‘share data’. So while consumers are putting little voice assistants in the kitchens, living rooms and bedrooms, email marketers are working hard to get their graphics approved and their segments locked down. Seems like something’s a little off, right? It is. Though email is still an incredibly effective channel for ecommerce marketers, not many brands are investing in newer ways to connect with their customers. And though we used to talk about preparing for new channels, the new apps and devices consumers are using today represent the need to do more than just develop a strategy for a new channel. The real showstopper here is that marketing, sales and service all collide on these channels when its done right. And that doesn’t jive well when you have separate teams. So while 20-somethings are scribbling on photos and sending them to their friends, brands are trying to figure out whether Messenger is going to work well for customer service. Or if they should have a branded skill on Alexa that offers some content to the customer. If you’re having these conversations at the moment, please stop. With most of your customers going to instant messaging as their first communication channel, and the majority of consumers who have bought voice assistants saying there’s no way they would want to go back to their life before voice, its time to start learning about what these channels can be used for, when the customer is put in center-focus. The opportunity is real, but only for brands willing to step outside their traditional mindset. Customers are ready and willing to build new habits, and will be delighted by the services that can be offered through these channels. The same channels they use dozens of times each day. The biggest brands recognize this, and that’s why they are investing in voice, and chat, with a focus on the customer’s interests. They see the opportunity and know the time to start is now. For many others, there’s a hint that this could be mobile all over again - too slow, too little, too late, and too many lost opportunities.
This is a guest blog post from CPG and Amazon expert, Melissa Burdick. Melissa has over 12 years of experience in ecommerce, and works with brands to help them develop ecommerce strategies and win online. She previously helped launch the CPG retail business on Amazon.com, and was at Amazon Media Group at its inception. For a long time, CPG brands didn't need to be overly concerned with ecommerce. US CPG manufacturers sleepily watched other categories (like consumer electronics) and markets (like UK and China) increase in ecommerce maturity while still focusing on their bread & butter brick & mortar businesses. However, as shifting consumer preferences, low barriers to entry online giving rise to niche incumbent brands, and declining brick & mortar sales, an ecommerce strategy has suddenly gone from nice to have to critical and required immediately. According to a new Nielsen study, brick and mortar sales for fast-moving CPGs have declined, while online sales of these same goods have grown by a massive 32% over the last year. The study stated that nearly nine of out of 10 dollars of FMCG retail growth came from online last year.