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technology behind the button has barely changed in over 10 years and most companies simply use standard out of the box options. Returned results are broad and non-specific, so that a search for an iPhone returns results for all iPhones, iPhone accessories, iPhone deals, iPhone tutorials, and probably competing brands that the retailer is keen to promote. The consumer’s attempt to refine the search might prompt a chatbot pop up, but the search results themselves will not improve.
It is at this stage that a potential customer often gives up and goes somewhere else, often prompting some automatic remarketing by the retailer, even though the customer has already decided that they can’t help. So, a potentially good investment in CAC has been followed
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by a bad investment. The customer meanwhile goes to a competitor, or phones a friend or goes into a phone shop or pops onto Amazon. It’s not that you had them and lost them, you never really had them in the first place.
Of course, what should have happened is that the customer was helped right through their journey with intelligent, responsive search that asked the customer questions and then refines on the fly. Artificial Intelligence is now being applied in search to more quickly understand shopper intent – what the customer is actually looking for, like a digital assistant but a world away from bots which are hampered by the fact that can only access a limited amount of information and cannot learn so therefore cannot improve.
The route to loyalty and lifetime value must therefore contain intelligent search, right at the point where the retailer can offer this capability. This approach pays for itself in terms of conversion but also boosts life-time value and enables investment in other areas of CAC to be reduced. It also complements retailers’ attempts to personalise their communications, something that became very important during lockdown as consumers found they needed more help from their favourite brands than ever before.
Brands that not only said they wanted to help but were actually able to do so, will be able to count on their customers’ loyalty as the retail landscape continues to change and more and more business shifts online.
Direct Commerce |
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