Retail is a complex business. There are many different types of retail business and the entire marketplace has been reshaped by the growth of e-commerce over the past couple of decades. E-commerce in the US alone grew by 7.6% last year and now represents almost a quarter of all retail sales.
This is why retail brands need to think in-depth about their relationship with customers. Designing a fantastic customer experience is how they will drive increased sales, reduce refunds, increase loyalty and advocacy, and grow their business. A customer service strategy should be driven by all these factors – growing the business and increasing customer satisfaction.
To provide the level of service that modern customers expect a retail brand must be able to offer service that is always available when the customer needs help. The service must also be reliable and high quality, with knowledgeable agents or systems. In short, it needs to be both simple and convenient, but also seamless and scalable.