Re-live GEEK Up DPA11: Digital Retail Store – Bring customers home, grow sustainable sales

Here are four notes drawn from the event to help businesses consider when investing in Digital Retail Store, with the sharing of speakers:

• Ms. Nhung Pham – Former Head of E-Commerce | Vinamilk
• Mr. Hoang Nguyen – Head of Product Design | GEEK Up
• Mr. Nguyen Tien Huy – Group CEO | Pencil Group
• Mr. Dung Nguyen – CEO | Zitore
• Ms. Hanna Nguyen – Head of Partnership | GEEK Up – Host

1. Building a Digital Retail Store is a trend to help improve customer experience

Promoting sales by deep promotion on E-commerce raises questions about the long-term sustainable growth for businesses. According to Ms. Nhung Pham, the customer experience journey is becoming increasingly complex, with various online and offline touchpoints throughout the purchase process. In addition, the need to own customer data is of particular interest to businesses because only when understanding the behavior in the experience journey can companies build an appropriate approach strategy.

Building a Digital Retail Store is a trend, allowing businesses to actively choose features and product categories in line with brand strategy. Moreover, Digital Retail Store is an effective tool to help collect customer data on a large scale.
However, to implement the Digital Retail Store idea, the proposal department needs to answer the following three questions:

• Is the proposal the priority objective of the enterprise's development strategy, and what is the rationale for convincing investment?
• The flexibility of internal processes when integrating more technology.
• Find a partner with the experience and industry knowledge to provide the right solution

2. Optimize UI/UX design for a seamless customer experience

From a brand perspective, Mr. Nguyen Tien Huy believes that the design of a Digital Retail Store needs to stick to the brand positioning and be suitable for the target customers. The elements of brand voice must be consistently expressed through the interface on the website, each button, or the way the style and tone are expressed on each chat box.

Not only B2C businesses, B2B businesses can also invest in digital stores to help optimize business processes. For example, B2B businesses create simple forms on the website to help customers leave necessary information for consulting and quotation. Or Alibaba establishes a platform to help B2B businesses transact.

From the perspective of a solution provider, Mr. Hoang Nguyen has outlined four requirements to ensure when designing a Digital Retail Store:

• Ensure the connection between UX and CX: For example, a company providing children's play area services opens an online ticketing gate to reduce the time to buy tickets. However, this company did not give priority access to the game area for customers who bought tickets in advance, leading to these guests having to wait for their turn to enter the game area. This problem leads to customer dissatisfaction. The operating flow of UX and CX needs to be unified to create the optimal customer experience.
• The design ensures the "localization" factor to create closeness for users: The icons and tasks are simply designed to make the interaction process more accessible and more convenient.
• Retailtainment: This added factor makes the customer experience at the retail store more enjoyable. For example, IKEA has a separate playground for children to help prolong the shopping process of parents. AR fitting cosmetics provides a feature to try on lipstick and foundation for customers to choose products easily and has a purchase button to help customers make quick decisions.
• The ability to measure at each touchpoint gives businesses the data to evaluate and make operational process improvements.

3. Taking the human factor as the focus

Not only stopping at taking customers as the center, businesses need to expand the audience to include all the people directly involved in the operation process at each touch point, such as consulting, sales, payment, and delivery,... Each touchpoint is implemented correctly, increasing customer satisfaction throughout the journey.

Enterprises need to assess their internal operating capacity and then make appropriate commitments. For example, to come up with a 2-hour fast delivery policy, businesses need to evaluate the operational performance and the number of employees of the delivery team as well as consider the appropriate salary and bonus policy to ensure the implementation in the long run.

DPA11 has the presence of 50 guests who are C-level business managers.

4. Quality of products/services is core to retain customers

Mr. Dung Nguyen emphasized the importance of the quality of products/services that real customers receive. The difference between the experience and the content promised on the website will affect customer satisfaction, leading to customer anger and abandonment of the brand.

In addition, good product quality and service will create conditions for customers to return to purchase. Extending the purchase lifecycle is one of the factors that generate sustainable revenue.

Read full event recap: https://dpa.geekup.vn/digital-...

Ngọc Phương / Brands Vietnam
* Source: Brands Vietnam