A shopper in a retail store spends excessive energy locating the right product and comparing the offers from different brands on the same product, leading to wastage of time and often forgetting the shopping list. Not to mention, checkout delay.

This tiresome experience could be made simpler and easier with technology. Products could talk to shoppers and sense their proximity to them, providing  up-to-date information in order to make better, faster choices. A reliable and automatic checkout would follow.

Just helping users with pertinent data in a timely fashion on time, and removing interruptions between online and offline transactions (as well as channel to channel hopping) allows the line between physical and digital worlds to blur seamlessly.

Shopping experiences will not be an obligation, but rather an enjoyable choice to a consumer, who will be able to customize and self-serve as much as they want.

Users interact with companies through websites or via a phone. Companies need to bridge the gaps between each touch-points and integrate the content in use. A company should also be aware of context and must be intelligent enough to adapt to it in order to help the customer on their intended transaction path. However, complex as it seems to be for a company to take this huge step, it is an absolute necessity to have the competitive edge. Technology makes the transition seamless. Believe it or not, organisational internal practices must be as seamless as possible in order to provide a customer’s frictionless experience. Technology works both ways. To fulfill any frictionless experience, companies need to understand the five metrics (listed above), and retrieve data from all of the possible touchpoints in order to assess the best possible result when helping a customer. This is true for all the industries worldwide.

Don’t you think companies should be obsessed over frictionless user experiences?

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