From ecommerce to CRM, marketing to order management, and everything in between, there’s a lot to manage when running a multi-channel retail business. The challenges — and opportunities — are greater than ever before. According to Forrester Research, on average, cross-channel shoppers spend 30 percent more than single-channel shoppers.

In today’s environment, these customers expect a single, unified experience in-store and online. Whether they’re visiting your store in-person, or shopping via their smartphone, tablet, or desktop, retail customers reward brands that deliver a seamless, consistent experience across all devices.

Customer Experience Mistakes All Retailers Should Avoid

To optimize conversion, increase ticket size, build customer loyalty, and more, avoid these five common customer experience mistakes:

1. Lack of Personalization

Whether in-store or online, the customer experience should be personalized. For retailers, that means having a single, unified view of the customer so you and your sales representatives can deliver recommendations and service custom tailored to their purchase history, demographics, communications, and more. Yet according to a recent study, 60 percent of retailers say they “do not have reliable or sufficient data” to personalize the customer experience and targeting.

2. Fragmented Experiences

Customers are more web-savvy than ever before, and advances in technology mean there’s no longer any excuse for offering a disjointed online shopping experience. On the front end, this means ensuring that your ecommerce experience is responsive across all devices. On the back end, it means implementing a single unified ecommerce solution that integrates ecommerce, inventory, order management, and back office business functions. Remember, the customer should be able to shop anywhere, buy anywhere, and receive their purchase anywhere. That’s simply not possible using multiple, disparate systems to manage your customer experience.

3. Lack of Visibility

Competing in the digital age means traditional and online retailers alike must leverage real-time data to adapt to market trends and customer demands on-the-fly. You simply cannot rely on monthly, quarterly, or annual reports and expect to adapt to the shifting needs of the customer. You need real-time, actionable insight on your customers, inventory, financials, and more.

4. Lack of Segmentation

There is no place for the “spray and pray” marketing tactics of old in today’s retail environment. If you’re not segmenting your customers based on preferences, demographics, and more, you’re doing them — and your bottom line — a disservice. Avoid irrelevant and confusing marketing communications by segmenting your customer list and custom-tailoring your messaging and offers.

5. Dated Systems

Systems that are invisible to the customer nevertheless have a tremendous impact on the customer experience. Retailers cannot afford to be hamstrung by a patchwork of aging, disparate software, and hardware. Moving to a single cloud-based retail solution frees up valuable IT resources and ensures a streamlined in-store and ecommerce customer experience.

Improve Your Customer Experience with NetSuite

Looking to reduce cost, increase efficiency, and improve the customer experience across all channels, in-store and online? NetSuite offers an all-in-one cloud-based retail solution tailored to the unique needs of your business. Learn more about NetSuite for retail with the experts at Nuage.