[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2018\/06\/20\/cx-is-transforming-retail\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2018\/06\/20\/cx-is-transforming-retail\/","headline":"These boots are made for walkin’: How CX is transforming retail","name":"These boots are made for walkin’: How CX is transforming retail","description":"From first glance to final purchase to post-sale communication, CX is transforming retail as consumers demand more than just product availability.","datePublished":"2018-06-20","dateModified":"2020-12-17","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/karen-hunkin\/#Person","name":"Karen Hunkin","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/karen-hunkin\/","identifier":287,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/2b25d45c3630f6e3f11fd3614f6e85177125b3d5678042102e2d93a98cf1833b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/2b25d45c3630f6e3f11fd3614f6e85177125b3d5678042102e2d93a98cf1833b?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2018\/06\/thumbnail-4c9d5cd4fcf8fb7b9e285788fe423af5.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2018\/06\/thumbnail-4c9d5cd4fcf8fb7b9e285788fe423af5.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2018\/06\/20\/cx-is-transforming-retail\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},"Retail Trends, Data, News"],"wordCount":580,"keywords":["Customer Experience | CX","Customer Revolution","Ecommerce","Retail"],"articleBody":"I bought a new pair of boots recently. Long black ones \u2013 they are truly beautiful things, and I\u2019m putting them firmly in that box called \u201cinvestment pieces\u201d because I don\u2019t plan to buy another pair for quite a few years.This may not seem like an earth shattering event until you take into account that I\u2019ve spent the last two winters without a pair of long black boots because I couldn\u2019t find any that were just what I wanted. And that I chose to order them from a small company on the other side of the world, over the internet, without the opportunity to try them on.So, how did this happen?Love at first click: CX is transforming retailI\u2019m not even sure how I first saw them \u2013 most likely a photo on the internet of someone wearing them – but in that instant, I knew that they were the boots I was looking for. Bonus: They were also arriving from the UK, a country with a solid history of making specialised products very well.Once I looked on their website and saw free shipping in both directions \u2013 to get the boots to me, but also to return them if necessary \u2013 it significantly reduced the risk relating to purchasing sight unseen from so far away.\u00a0 And even better, this wasn\u2019t just free shipping, but free \u201covernight\u201d shipping, or as close to it as global air travel allows.On every product page, multiple reviews for the boots with the particular combination of product and colour were front and centre, not hidden down in the corner behind a few extra clicks. Suddenly I was getting a view of a company that cares about their customer experience and understand the benefit this brings their business.Product I wanted? Tick.Risk reduced? TickOther customers who\u2019ve had a great experience and are willing to call this out publicly? TickMe2B: The new retail realityRecognizing the power of the consumer, SAP announced the launch of SAP Customer Experience and our new platform C4\/HANA,\u00a0with President Alex Atzberger noting that, “The desire for experience is fueling the customer revolution.”He goes on to say \u201cI call this a revolution because disappointing customer experiences have led people to revolt. They are exerting their independence and taking charge of relationships with their favorite brands. They don\u2019t think in terms of B2B or B2C. This is the \u201cMe2B\u201d world. The implications are clear: the customer dictates the terms and determines how they interact. If they aren\u2019t happy, they don\u2019t stay.\u201dBeginning in July 2018, the Australian Government will impose 10% GST on internet shopping coming into the country, having been convinced by local retailers that the public buys from overseas sites because of price alone, and that this disparity creates an uneven playing field for them.In some cases this is probably true, but for many customers the prices are similar and delivery is often slower, and the attraction lies more in the range of products available, the ability to buy quality products not available domestically, and, importantly, inconsistent experiences across online and offline platforms locally.So back to those boots. Did I buy them? Yes, I did. Was it a great experience? Yes it was. And I\u2019ve been telling everyone that will listen how good it was. Would I do it again? Absolutely.Learn more about how to create customers for life here."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2018","item":"https:\/\/www.the-future-of-commerce.com\/2018\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2018\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"20","item":"https:\/\/www.the-future-of-commerce.com\/2018\/\/06\/\/20\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"These boots are made for walkin’: How CX is transforming retail","item":"https:\/\/www.the-future-of-commerce.com\/2018\/06\/20\/cx-is-transforming-retail\/#breadcrumbitem"}]}]