Category: Blog

Gen Z Shops Different: How Unified Commerce Caters to Today’s Hyper-Connected Shoppers

The way we shop is completely changing. Forget stores and websites existing in separate worlds! Today’s shoppers, especially Gen Z, want a smooth, unified experience no matter how they interact with a brand, whether it’s browsing online, buying in a store, or using a mobile app. This is exactly what unified commerce offers.

Understanding Gen Z’s Shopping Habits

Gen Z, the generation born between the mid-1990s and the early 2010s, is the first truly digital-native generation. They’ve grown up with smartphones in their hands and the internet as their playground. This translates to a unique set of shopping habits:

• Mobile-First: Gen Z prioritizes mobile for everything, including research, browsing, and even purchases. They expect a flawless mobile experience that is on par with, or even better than, the desktop experience.
• Omnichannel Shopping: Gen Z seamlessly switches between online and offline channels throughout their shopping journey. They might research a product online, and then visit a physical store to try it on before making a purchase (or vice versa).
• High Expectations: Having grown up with instant gratification, Gen Z expects a frictionless shopping experience. They demand convenience, fast delivery options, and a clear understanding of return policies.
• Brand Authenticity: Gen Z values brands that align with their social and environmental values. They are more likely to support companies that are transparent and sustainable.

How Unified Commerce Caters to Gen Z

Unified retail commerce creates a cohesive shopping experience by integrating all sales channels—online stores, physical stores, mobile apps, and social media—into a single platform. This empowers retailers to provide Gen Z with the seamless and personalized experience they crave. Here’s how:

• Unified Customer View: With a unified commerce platform, retailers can gain a 360-degree view of their customers. This allows them to personalize product recommendations, marketing campaigns, and loyalty programs across all touchpoints. Imagine a Gen Z shopper researching a pair of shoes online. When they visit the physical store, a salesperson can access their browsing history and recommend similar styles or complementary accessories. This level of personalization fosters a stronger connection with the brand.
• Inventory Visibility: Unified retail provides real-time inventory visibility across all channels. This eliminates the frustration of finding a desired product online, only to discover it’s out of stock in-store (or vice versa). Gen Z shoppers can see exactly what’s available and choose the most convenient fulfillment option, whether it’s in-store pickup, home delivery, or click-and-collect.
• Omnichannel Fulfillment: Unified commerce empowers retailers to offer a variety of fulfillment options that cater to Gen Z’s desire for convenience. This could include same-day delivery, buy-online-pickup-in-store (BOPIS), or ship-to-store options.
• Streamlined Returns: Gen Z doesn’t want to be stuck navigating a complex return process. Unified commerce strategy facilitates easy returns and exchanges across all channels. This could involve returning an online purchase to a physical store or initiating a return process through the mobile app.

How ETP Unify Wins Over Gen Z Shoppers?

ETP Unify is a powerful cloud-native Unified Commerce Platform built using MACH Architecture. It brings the best of retail and e-commerce functionality to the user in one, easy-to-use, beautiful interface. All information stored in one database empowers retail retailers and managers to have all the information and tools at their fingertips to serve customers across channels, helping create an amazing experience for consumers.

In short, ETP Unify is a leading unified commerce platform that empowers retailers to deliver the seamless, personalized experiences that Gen Z demands. Here’s how ETP Unify can help:

• Amazing Customer Experiences Leading to increased loyalty

Whether customers are making in-store or online purchases, ETP Unify, a unified retail commerce offers a unified and smooth experience across all channels. Consumers can effortlessly move between several touchpoints, for example, from internet browsing to in-store purchases, or vice versa. As a result, customers are more satisfied and loyal because the experience is more unified and integrated.

• Real-time Visibility of Inventory Leading to Higher Inventory Turnaround

Retailers can view their inventory in real-time across all channels using unified commerce, ETP Unify. This lowers the possibility of stockouts or overselling since inventory levels and product availability are updated instantaneously. This results in higher customer happiness, better order fulfillment, fewer backorders, and better in-store service levels.

• Improved Profitability by Leveraging Artificial Intelligence

With the help of ETP Unify’s AI-powered product recommendation engine, sales can be enhanced through higher cart conversion rates and larger basket sizes. The AI engine used by ETP Unify to detect order anomalies flags possibly fraudulent or phony orders. Profitability is increased when these two AI engines are used together.

• Powerful Order Fulfilment Leading to superior customer service

With a consolidated view of inventory and order data, ETP Unify helps retailers optimize order fulfillment procedures. This effectiveness is especially important for companies who are fulfilling orders through many channels. It contributes to lowering shipping costs, expediting order processing, and satisfying customers’ demands for precise and timely deliveries.

• Centralised Information Management Leading to higher employee productivity

Retailers can centralize all of their information management, including sales, orders, promotions, and customer and product data, with a unified commerce platform, ETP Unify. This centralized method guarantees that correct and current information is available throughout the entire organization while streamlining operations. This facilitates more informed decision-making and enhances internal procedures and prompts action.

• Unprecedented Scalability to support your growth

The cloud-based solution ETP Unify is naturally scalable, making it simple for retailers to adjust to changes in their business, such as entering new markets, adding more brands, or managing higher transaction volumes. ETP Unify provides flexibility and a unified commerce experience with regard to upgrades and deployment. New additions and updates are implemented smoothly, causing little to no interruption to your business operations.

Gen Z is a powerful force in the retail landscape, and their shopping habits are shaping the future of commerce. By embracing unified retail commerce, retailers can create a shopping experience that is tailored to Gen Z’s needs and expectations. This will not only lead to increased sales and customer satisfaction but also foster brand loyalty in the long run.

Want to win over Gen Z and take your retail business to the next level? Partner with ETP as your unified commerce partner to build a future-proof retail business.

Top 6 Strategies to Turn Your Customers Into Brand Advocates

What if you could turn every satisfied customer into a vocal brand advocate? The power of word-of-mouth marketing is undeniable, yet many businesses struggle to cultivate a loyal following. The key lies in Customer Experience Management (CXM). 

By understanding your customers’ needs and crafting exceptional experiences, you can transform everyday interactions into brand advocacy gold. Here’s how ETP V5’s retail CRM software can help you turn satisfied customers into brand champions.

What is Customer Experience Management (CXM)?

CXM is a strategic approach to designing and delivering exceptional customer experiences across all touchpoints. It goes beyond transactions, focusing on building meaningful relationships with your customers at every stage of their journey. By prioritising customer needs and creating positive interactions, you foster loyalty and advocacy.

Why is CXM Important for Creating Brand Advocates?

Here’s why CXM is the key to unlocking brand advocacy:

• Positive Experiences Drive Positive Word-of-Mouth: Happy customers are more likely to share their positive experiences with others, both online and offline. A study by McKinsey & Company found that word-of-mouth recommendations are twice as likely to convert into sales as paid advertising.
• Builds Trust and Loyalty: Consistent, positive experiences build trust with your customers. They feel valued and respected, leading to increased brand loyalty. Loyal customers advocate for brands they trust, recommending them to friends and family.
• Creates Emotional Connection: CXM involves understanding your customers’ needs and emotions. By exceeding their expectations and creating a sense of connection, you tap into their emotional investment in your brand, fostering advocacy.

How to Leverage CXM for Brand Advocacy?

Here are 6 key strategies to implement CXM and turn everyday customers into brand advocates:

1. Omnichannel Experience: Today’s customers expect a seamless experience across all touchpoints – website, email, social media, phone, and in-store. Implement an omnichannel approach with consistent branding and messaging to ensure a smooth customer journey.
2. Personalised Interactions: Personalisation goes beyond just using a customer’s name. Leverage data to understand individual needs and preferences. Offer personalised recommendations, targeted promotions, and relevant content to create a unique experience.
3. Empower Your Employees: Frontline employees are the face of your brand. Equip them with the tools and training they need to deliver exceptional customer service. Empower them to resolve issues quickly and go the extra mile for customers.
4. Proactive Customer Service: Don’t wait for customers to come to you. Be proactive in addressing issues and anticipating their needs. Offer self-service options, proactive outreach, and personalised guidance.
5. Gather and Respond to Feedback: Actively solicit customer feedback through surveys, reviews, and open communication channels. Show customers you value their input by responding to their feedback and demonstrating how it’s being used to improve their experience.
6. Recognise and Reward Advocacy: Recognise and reward your brand advocates. Publicly thank them for their positive reviews, offer exclusive promotions, or invite them to VIP events. This incentivises further advocacy and shows other customers the value your brand places on loyalty.

How Can ETP V5 Help You Implement a Winning CXM Strategy?

ETP V5’s powerful CRM software for retail industry is designed to empower you to deliver exceptional customer experiences. ETP’s best retail CRM solution is integrated with the ETP Omni-Channel Store Solution, which connects the business back-end operations with the supply and demand channels. This ensures the customer can peruse, pick, purchase, like, promote, review, search, seek information, and provide feedback from anywhere at any time. 

Using the omni-channel retail CRM software, channel-based promotions can be developed, tracked, and modified while capturing valuable customer feedback. It provides seamless visibility with a dedicated OMS engine to optimize customer order fulfilment. Customers are delighted with personalized offers and empowered with multiple retail channels, modes of payment, and delivery options, which further aid sales frequency. 

• Unify Customer Data with Omni-Channel Customer Registration: 

ETP V5 fosters a comprehensive customer profile by consolidating data from all interaction points. This holistic view, encompassing a 360-degree perspective, empowers the development of personalized interactions and targeted messaging strategies tailored to individual customer preferences. Customers can seamlessly integrate with the retail CRM software through self-registration via the e-commerce portal, or alternatively, store personnel can facilitate registration in-person. Notably, information entered through either channel is instantaneously synchronized within the retail CRM platform, ensuring consistent and readily accessible data across all platforms. This streamlined process fosters a unified customer experience, regardless of the chosen shopping channel.

• Define Loyalty Schemes using Omni-Channel Loyalty Management: 

Omnichannel Loyalty Management offers unparalleled flexibility in crafting loyalty programs. This system empowers you to design targeted schemes specific to designated product categories, customer segments, or individual stores. Alternatively, you can establish a universal program applicable across your entire chain, provided participating stores utilize the same local currency. Additionally, the system features a centralized “Edit Customer Loyalty Balance” function. This functionality should be employed judiciously, solely to rectify errors arising from store-level miscalculations or program design flaws, ensuring customers receive accurate points for their transactions.

• Instant rewards with In-POS and Burn

The in-POS earn and burn functionality eliminates friction from the loyalty program, aligning with the modern customer’s desire for immediate reward. This innovative feature streamlines registration and point accumulation for both online and in-store transactions. Furthermore, it empowers real-time redemption within the same purchase, fostering a dynamic and unified shopping experience across all channels. By offering immediate value for customer loyalty, this functionality fosters a stronger bond between your brand and its patrons.

• Personalise your promotion with Customer Specific Promotions 

ETP’s Omnichannel Promotion Planning tool leverages the rich customer buying history accumulated within the retail CRM software. This empowers retailers to leverage customer segmentation to craft personalized promotions that strengthen customer relationships. Business rules can be readily defined, enabling targeted campaigns based on a variety of parameters such as demographics, age, gender, and birthdays. Additionally, promotions can be tailored to specific product ranges, timeframes, or even individual channels or stores. This flexibility empowers marketing teams to execute a diverse range of campaigns, fostering customer loyalty and driving same-store sales growth. Ultimately, this approach facilitates achieving high business volume while simultaneously cultivating a sense of value and personalization for each customer interaction.

With ETP V5 omnichannel retail CRM solution, you can:

• Unify Customer Data: ETP’s CRM software for retail industry centralises customer data from all touchpoints, providing a complete 360-degree view of your customers. This allows for personalised interactions and targeted messaging.
• Streamline Customer Service: ETP’s CRM software retail offers a comprehensive suite of tools for managing customer interactions, including ticketing, live chat, and self-service options. It enables efficient issue resolution and empowers your team to deliver exceptional service.
• Automate Workflows: Automate repetitive tasks to save time and resources. ETP retail CRM software can automate personalised email campaigns, trigger support workflows based on customer behavior, and streamline lead nurturing processes.
• Gain Insights with Analytics: Leverage powerful reporting and analytics tools to understand customer behavior and identify areas for improvement. ETP V5 helps you measure the impact of your CXM efforts and make data-driven decisions.

Building a Loyal Community of Brand Advocates

• Create a Brand Community: Foster a sense of community where customers can connect with each other and share their experiences. Utilise online forums, social media groups, or host exclusive events to create a space for brand enthusiasts.
• Social Listening and Engagement: Actively monitor social media conversations and engage with customers who are mentioning your brand. Respond to positive reviews and address negative feedback promptly. This shows that you care about your customers’ opinions and are invested in building relationships.
• User-Generated Content (UGC) Campaigns: Encourage customers to share their experiences with your brand by launching UGC campaigns. Host photo contests, encourage video testimonials, or run social media campaigns with branded hashtags. This leverages the power of social proof and authentic customer stories.
• Partner with Influencers: Collaborate with relevant influencers in your industry who align with your brand values. Utilise their reach to spread positive word-of-mouth and connect with new audiences.
• Offer Referral Programs: Incentivise existing customers to refer their friends and family by offering referral programs with rewards. This is a cost-effective way to acquire new customers through trusted advocates.
• Be Transparent and Authentic: Consumers appreciate brands that are genuine and transparent. Be honest about your offerings, acknowledge shortcomings, and demonstrate a commitment to continuous improvement. Authenticity builds trust and fosters deeper connections with your customers.

Benefits of a Strong Brand Advocacy Program

Investing in CXM and building brand advocacy goes beyond just feeling good. Here are some tangible benefits you can expect:

• Increased Customer Lifetime Value (CLTV): Loyal customers spend more and stay with you longer. Brand advocates are more likely to repurchase your products and services, leading to increased CLTV.
• Reduced Customer Acquisition Costs (CAC): By leveraging word-of-mouth marketing, you can reduce your reliance on expensive advertising and attract new customers through organic channels.
• Enhanced Brand Reputation: Positive word-of-mouth builds brand trust and improves your overall reputation. Brand advocates become walking advertisements, promoting your brand in a positive light.
• Improved Employee Morale: When employees see happy customers and brand advocates, it boosts morale and motivation. They feel valued for their role in creating exceptional customer experiences.

Building a community of brand advocates is a powerful strategy for sustainable business growth. By prioritising CXM and implementing the strategies outlined above, you can win the hearts and minds of your customers, turning them into loyal advocates who champion your brand.

Partner with ETP Group and unlock the power of CXM. Let’s turn your everyday customers into brand advocates who fuel your success.