Eric Morris, Director, Retail, Google Canada spoke about innovation at Google. “Today’s consumer is more curious, demanding, and impatient than ever. Armed with mobile as her anywhere assistant, she’s research-obsessed and will choose brands that deliver personalized offerings tailored to her specific needs at just the right time—at home, on the go and in the store. Her expectations are simple: seamless, frictionless experiences wherever and whenever she chooses to shop,” Morris began.
The customer journey has completely changed. Customers can now teach themselves by going on their phone. Customers also expect a more personalized marketing experience. “You expect forms to be auto-filled. We expect coupons to be personalized. I want something highly relevant to me. And we don’t just expect that with advertising and marketing, but all interactions with the company,” Morris said.
Lastly, the customer expects a frictionless app. People demand an easy way to purchase. Starbucks’ app is perfect example of the level of expectations customers now have. “With one button, you can do whatever you want,” Morris said. “That is the experience that your competing with.”
Morris also mentioned that a website’s speed is incredibly important. After three seconds of wait time, the bounce rate increases drastically.