Clickatell
Retail

Use Chat Commerce to stay ahead of Shifts in Customer Behaviour

“…it’s also challenging online e-tailers to continue to innovate, to ensure that customers’ more limited disposable income continues to flow in their direction.” - Forbes

The digital age has sped things up across the board. Where consumers once invested in appliances for a lifetime – or at least several years – technological shifts have seen us having to buy the newest and latest gadget almost annually, or risk becoming obsolete. This shift has also impacted customer behaviour, with businesses having to keep up with these trends – or also risk becoming obsolete. 

There’s no doubt that one of the latest technological developments has been the mobile phone. From a basic device used for calling in an emergency, to a handheld computer that holds all our private data, the mobile phone is how businesses connect with customers. It’s how businesses can adapt to shifting customer behaviour. And Chat Commerce is the leading way to do that. 

What is Chat Commerce?

Chat Commerce facilitates product and service searches, as well as payments, all in your customer’s favourite mobile messaging apps – including SMS and WhatsApp. Your customers don’t have to download a new app, visit your website, or go to your store, they can get everything they need from you via Chat Commerce. This complete retail digital experience is simple, it’s effective, and it’s secure. 

What are trends in retail?

We’ve seen the massive shift the pandemic had on customer behaviour, as priorities and way of life were completely disrupted. While things are starting to settle, this impact will still be evident in customer behaviour in 2023. Here’s a look at some of the anticipated trends. 

1.  Mobile shopping

Online commerce – or eCommerce – has grown substantially over the past year, driven largely by social distancing regulations and basic convenience. According to Statista, online retail sales are expected to reach $6.51 trillion by 2023, indicating exactly why companies need to shift to the digital space to remain relevant. But we’re seeing a massive shift in customer shopping habits as people are relying on their mobile phones to get what they want. The rise of mobile commerce – mCommerce – is only going to continue next year, which means that businesses need to be connecting with their customers on this platform.

2.  Personalization

The influx of Generation Z (Zoomers) into the marketplace will see more demand for personalization in business interactions than ever before. We’re now working with an informed, digitally savvy generation that gets what they want, when they want it. They don’t want to feel like one of the many faceless consumers, they want to feel like brands are communicating directly with them. That’s why we’re going to see more personalisation in customer engagements, which means more reliance on customer data. 

3. Cashless transactions

Cash was once one king, and the card it’s successor. Now, the mobile phone has ascended the throne! Expect to see more customers opting to complete transactions over their mobile phones rather than risking credit card fraud or having to carry around wads of cash. This means businesses will have to provide customers with more payment options or risk losing them in the virtual checkout line.

4. 24/7 customer service

Again, it’s important to know that Zoomers have grown up with accessibility to anything, whenever they want it. Patience is not a virtue they hold dear, which means businesses need to keep up with the pace by providing 24-hour service, 7 days a week. And a bad experience will result in a drop in sales and a loss of customer loyalty. We’re going to see more businesses incorporating technological solutions to meet this customer service need, through automation and live agents. There’s no way companies can expect their human support team to be available every hour of the day, so a hybrid model will become the norm.

5. Data safety

Every engagement with customers results in an accumulation of useful information which can be used to improve future experiences. In the digital realm, this translates to an amassing of useful data which, when used properly, creates brand loyalty and customer retention. But with regulations surrounding data storage and handling becoming much more stringent across the globe, businesses are having to ensure increased data security going forwards. Some of the privacy laws we’re seeing include: 

  • The European Union’s General Data Protection Regulation (GDPR)

  • China’s Personal Information Protection Law

  • Brazil’s General Data Protection Law

  • California’s Consumer Privacy Act

  • South Africa’s Protection of Personal Information (POPI) Act 

6. Surveys

Finally, we’re going to see more companies gathering customer insights through surveys. This is because customers want to be heard, and the best way to do this is through digital surveys. However, to ensure these are effective, businesses will likely be turning to mobile phone-based surveys that are quick and easy to fill out.

How is Chat Commerce meeting these trends?

Chat Commerce is a mobile messaging-first approach that meets all the needs of the modern consumer. The two-factor authentication ensures online security in browsing and payment, all of which is facilitated in the customer’s preferred mobile messaging app. Chat Commerce allows customers to engage with brands at any time of day, through automated FAQs and redirection to live agents when needed. And, with all the customer information being gathered, companies can engage with customers on a much more personal level. Here’s a look at some of the ways Chat Commerce is leading the trend. 

  • Banking: Chat Commerce is shifting the banking industry by giving customers real-time access to financial services, including accessing funds and reporting fraud. 

  • Airlines: Chat Commerce allows passengers to book flights, upgrade seats, receive boarding passes, manage and track baggage, and so much more. 

  • Telecommunications: Chat Commerce allows customers to view airtime and data balances, manage payments and digital products, and get real-time support.

  • Utilities: Chat Commerce enables customers to view water use and metre balance, retrieve past account statements, and report outages. 

  • Media: Chat Commerce lets customers manage subscriptions, redeem gift cards, and make payments online.

Clickatell’s Chat Commerce is the ultimate retail digital experience. It’s able to scale up to meet growing business needs, and shift alongside customer behaviour. Chat Commerce is fast to implement, allows for automated customer engagement, and facilitates all forms of commercial activities in the mobile messaging apps your customers love!

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