Businesses can get caught up in the allure of the newest technologies in their quest to outshine the competition. This pressure to innovate can drive small business owners to overlook the fundamentals, writes Shaun Broughton, Managing Director, APAC & Japan at Shopify. While pursuing the “next big thing” has its place, doubling down on core touchpoints remains critical. By refining the essential aspects of the customer journey, you can deliver a functional and impactful customer experience.

3 fundamentals to elevate the customer experience:

Ensure customer accounts are fully functional

Customer accounts are often overlooked, but they form the backbone of the shopping journey, from online to in-store. According to Shopify’s 2024 Australian Retail Report, about a third (32 per cent) of consumers say a seamless user experience would make them more loyal. Investing in stronger customer experiences and intuitive account navigation, therefore, is a critical step toward building loyalty and fueling growth.

A user-friendly account interface can boost customer satisfaction and retention. It should enable customers to effortlessly manage orders, process refunds, view purchase histories, and check store balances. Customer accounts must also be optimised for mobile.

For B2B retailers, customer accounts should address the unique needs of corporate clients. Features like multi-user access, purchase approval workflows, and tailored pricing ensure that accounts are functional and aligned with professional expectations. To enhance this process further, merchants should build a tailored experience for wholesale customers, including self-serve functionality for quotes, invoicing, bulk ordering, and more.

By streamlining account functionalities and catering to the diverse needs of users, businesses can reduce friction in the customer journey, encourage loyalty, and repeat engagements.

Enhance the checkout process for a smoother path to purchase

A flawed checkout process can quickly undermine success, driving customers away and limiting repeat sales, even for a standout product.

Retailers looking to deliver an elevated in-store checkout experience must offer customers a variety of payment options and minimise any friction in the purchase process. This goes without saying for returns as well, as Shopify found 36 per cent of Australian consumers also expect instant refunds when they return an item in store.

Much like in-person transactions, customers also expect an efficient experience online, including a fast checkout (30 per cent) and an estimated delivery date (39 per cent). A fast, secure checkout process reduces cart abandonment and creates a positive customer experience that encourages return visits.

Businesses can improve the online checkout experience with commerce software that offers draft orders and chatbots for last-minute questions. Flexible payment options like buy-now-pay-later plans are also important, with 18 per cent of shoppers seeing this as a must-have.

Enabling a guest checkout option can also ensure that customers seeking a quick and hassle-free process aren’t deterred. Customising the checkout experience to align with customer preferences transforms this critical step into a competitive advantage, boosting satisfaction and loyalty.

Use data-led insights and leverage automation for more efficient, effective marketing 

First-party data is key to customer engagement, allowing businesses to quickly address issues and adapt to trends. It’s also the secret sauce that helps brands get the full picture of the customer across all sales and marketing channels, and adapt messages based on their preferences and behaviour. According to Shopify’s 2024 Australian Retail Report, 26 per cent of businesses are prioritising more targeted customer marketing to address shifting consumer behaviour.

For example, a customer who frequently buys seasonal items can receive timely reminders or exclusive offers, increasing the likelihood of repeat business.

Additionally, managing customer comms effectively at scale means having the tools in place to trigger automations that deliver the right communications to the right customer, at the right moment.

These communications based on specific actions, such as abandoned cart reminders, order confirmations, or post-purchase feedback requests, ensure interactions can occur right when the brand is top-of-mind for a customer. Personalised marketing emails tailored to individual customer profiles can also improve open and conversion rates. By automating these processes, businesses can redirect their attention to more complex customer needs while building stronger relationships and enhancing overall customer satisfaction.

Offer bundles and subscriptions for added convenience and ongoing revenue

Offering customers flexible buying options such as bundling and subscriptions can unlock new revenue streams for businesses. For instance, bundling complementary products at a discounted rate encourages larger purchases, while subscriptions provide convenience for customers. By giving customers multiple ways to engage with products or services, merchants can strengthen loyalty, increase satisfaction, and drive sustainable growth.

By making improvements to foundational areas such as customer accounts, checkout processes, personalised communications, and flexible buying options, brands can build stronger customer relationships, enhance loyalty, and ultimately drive growth. Simplifying these core elements will minimise friction and create meaningful, lasting experiences that drive satisfaction and long-term success.

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