A seamless purchasing process – it’s not a dream anymore, it’s happening now and it’s called frictionless commerce meaning that use of data form different technology devices all gathered are integrated in order to make the shopping experience more fluid than ever.
Everywhere you want, with just one click. This is the main goal of making the selling process seamless.
Some voices may say that this means the end of rational shopping, but in fact, the explanation for implementing and struggling to integrate multiple features is to help consumers who do not need time to think about their choices and to get them straight to the point: having the product without stepping into a brick and mortar store. What can stand as a setback? For example, the registration process on a retails site with too many steps might create friction and frustration and might determine the buyer to leave the purchase process.
Companies with frictionless process
The latest technology improvements - mobile and desktop – and also the integration of various payment methods are making the frictionless shopping experience more accessible. Fast and simple transaction – this we can all see at ride / home sharing services where the payment is instantly made via card, all processed into the mobile app. There are also any other players into the hospitality industry where nowadays – Hilton Honors by example – have developed digital keys allowing customers to go directly to their rooms, no need to go to the reception and interact with the personnel.
Starbucks is a good example as well with its reward application and digital wallet, which allows the instant payment just by scanning the phone screen.
How far frictionless commerce can go
In an IoT world, it’s easy to imagine a smart house automatically ordering furniture.
Actually, the pivotal change would be to easily translate the customers’ needs and preferences into their shopping items. Even though there’s no shortage of data, the biggest challenge would be the insight of effectively use this input.
Ways to start adapting to the seamless commerce
- Value your customers’ data – use data to visibly improve their lives
- Audience studies improvements – also consider the use of psychographics, anthropology, and sociology to identity individual needs and desires
- Consumer centricity
- Build a sense of community