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Friction Points Diminish The Customer Buying Experience

Jenn Gvozdek
January 12, 2018

Global retail ecommerce sales will reach $4.5 trillion by 2021. It’s an amazing, even eye-popping number. Yet without a user-friendly business approach, your company’s sales will not reflect the forecasted industry growth. Businesses devote an exorbitant amount of time reviewing every angle of their business model, from the overall product to their social media presence. Leaders know that consumers want to shop both online and at brick-and-mortar retail locations quickly and flawlessly; however, they may not realize where friction points are limiting completed sales transactions.

Friction is any factor, whether it is online or in a store, that impedes or halts the completion of a sale. The next evolution in the shopping experience is the elimination of friction points.

UNDERSTANDING FRICTION POINTS
Friction can be almost anything—from a confusing website layout to a hard-to-read font color or a slow page load. The largest friction elimination opportunity in retail sits at the juncture of digital and physical storefronts. In order to give customers the ability to research and browse on their own terms, businesses must bridge the gap between their physical and online marketplaces. By connecting digital and physical storefronts, business can link their inventories and enable data-sharing between various sales channels.

Allowing customers to research and shop across multiple platforms is important. Customers want to make their purchases whenever and however they want. Friction points aren’t just limited to the online buying experience, either. Long lines and outdated POS systems are in store friction points that impact sales and create an unnecessarily cumbersome sales experience.

ELIMINATING FRICTION POINTS
Start with a site that is generally optimized and functional. An easily accessible site makes purchases swift and removes customer confusion. A site’s SEO is critical in attracting potential customers and must be in order, ensuring there are zero hurdles for entry. Site usability is a major feature in a successful operation. Sites should be easy to navigate, with a natural, logical, and inviting sales funnel. Information such as available inventory, reviews, accessories or complimentary products should all be easily accessible.

The main goal is to encourage the user to interact and inform them of potential opportunities to buy. Create a site that gives users the choices they desire, without obstacles.

In store friction points such as checkout lines are also getting attention from companies like Loblaws who are testing alternatives, including customers ordering online and picking up in store or having it delivered.

DRIVING POSITIVE SALES EXPERIENCES
Customers like to shop across multiple channels flawlessly. Whether it is providing real-time information, or improving wayfinding across facilities to reducing perceived wait times, digital communications from Omnivex can help get the right information to customers, where and when they need it. Streamlining the shopping journey will eliminate potential friction points and have a positive impact on sales.

JENNIFER GVOZDEK

MARKETING MANAGER

Jennifer is Marketing Manager at Omnivex Corporation. She joined Omnivex in 2011 and is responsible for all aspects of marketing including strategy, communications, and execution. Jennifer has helped Omnivex redefine what digital signage is and how it can help organizations enhance and extend their two most valuable assets – people and data.

Jennifer brings 20 years of software industry marketing experience. She has held numerous marketing positions at software companies including PeopleSoft, Longview Solutions, and Microsoft. Prior to joining Omnivex, Jennifer was the Industry Marketing Manager for Microsoft Dynamics in Canada.