Industry Case Study

CUSTOMER ENGAGEMENT BEST PRACTICES FOR SHOPPING EXPERIENCE (WITH EXAMPLES)

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Some examples of companies that are engaging customers in a new way for the shopping experience include IKEA with its AR-powered app, FabFitFun’s online streaming and AR-powered app offerings, and Walmart with its voice-enabled ordering system.

1. IKEA

  • As foot traffic in its physical stores declines due to lockdown orders, IKEA now promotes the use of its AR app more to allow customers to view its products virtually.
  • Customers can download the IKEA app on their smart devices to virtually view how various IKEA pieces of furniture will look in any area of their homes.
  • The app also has a “visual search” feature where IKEA can promote its own similar products as suggestions when the customer points the camera at any piece of furniture from other brands.
  • IKEA sells its products in its physical stores and on its eCommerce site.
  • As the COVID-19 pandemic rages on, the company plans to continue to improve the online shopping experience of its customers through its various digital offerings.
  • According to the Chief Digital Officer of IKEA, the company has observed a massive surge in online shopping in all its digital platforms.
CUSTOMER ENGAGEMENT BEST PRACTICES FOR SHOPPING EXPERIENCE (WITH EXAMPLES)

2. FabFitFun

  • FabFitFun is a D2C company that sells its signature product, the FabFitFun box, directly to its customers.
  • The FabFitFun box contains various “beauty, fashion, fitness, wellness, home, and tech” products. Customers can pay for a subscription to get this box delivered to them every season.
  • The company also offers an app with AR capability that lets users look through the contents of their virtual subscription box with the use of their phone’s camera.
  • To support people during the COVID-19 pandemic, the brand has made available its streaming services, FabFitFun TV, for free. The service was previously accessible for paid subscribers only.
  • Through this accompanying service, the company engages its customers by showing videos of home exercises, cooking videos, meditation practices, and other related content.
  • The company’s special COVID-19 box to boost morale was a hit among healthcare frontliners.
CUSTOMER ENGAGEMENT BEST PRACTICES FOR SHOPPING EXPERIENCE (WITH EXAMPLES)

3. Walmart

  • The COVID-19 pandemic has transformed how people lived and shopped. It has also boosted the use of innovative technologies.
  • As 60 million people now possess smart speaker systems in their homes, retail and eCommerce companies are now taking advantage of the voice recognition capability of these devices.
  • As an example, Walmart has released its Walmart Voice Ordering service that links to its online platforms.
  • The service allows customers to send in their orders using voice commands in any device or platform where Google Assistant or Siri is installed.
  • By saying something along the lines of, “Hey Siri/Google, add to Walmart,” customers can have various products added to their online cart.
  • As soon as the order is confirmed, Walmart employees collect the items from the shelf and get them delivered to the customer.
  • Google Assistant can also suggest relevant products based on what the customer bought from Walmart before.
  • Walmart’s grocery app experienced an unprecedented surge of downloads during the COVID-19 pandemic. The app’s average daily download volume increased by 460% during the pandemic.
CUSTOMER ENGAGEMENT BEST PRACTICES FOR SHOPPING EXPERIENCE (WITH EXAMPLES)
GLENN TREVOR
Glenn is the Lead Operations Research Analyst at Simple Manifestation with experience in research, statistical data analysis and interview techniques. A holder of degree in Economics. A true specialist in quantitative and qualitative research.

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