Scaling Brand Purpose and Social Impact

through the Digital Customer Experience

Winning the digital customer experience is the newest challenge for retailers – and mastering it can be very profitable. Take Amazon, for example. In addition to expanding their workforce to more than 1.2 million people globally, they expect to exceed $100 billion in quarterly revenue for the first time ever this fourth quarter.

Creating a smooth digital customer experience can be a big challenge. Changing consumer habits in the face of COVID lockdowns and the expansion of e-commerce have fragmented the customer experience into different pieces. As a consequence, the traditional retail experience has been upended. As one publication puts it, “How do you provide serendipity for customers in an e-commerce environment?”

When it comes to online retail, ‘surprise and delight‘ has been replaced by convenience and utility. Moreover, there is increasing pressure on brands and retailers to ensure their online shopfronts and physical warehouses are completely integrated.  By the same token, retail ‘experiences’ are increasingly seen as time wasting distractions.

Complicating things further, the shift to e-commerce has impacted brand loyalty in a big way. Nearly 1 in 2 shoppers have already changed something about the way they shop, switching brands and retailers, with budget-conscious consumers 37% more likely to have switched from their primary brand.

 


79% of consumers are changing purchase preferences based on brands’ social responsibility, inclusiveness, or environmental impact

Capgemini, 2020

Re-designing a unified customer experience, grounded in brand purpose.

 

Led by Gen Z, today’s consumers want impact-oriented brands that speak to who they are and what they believe in. “By choosing brands that align with their values, shoppers are voting with their wallets for the kinds of businesses they want in the world — and paving the way toward a more sustainable and just economy, says Bthechange.

In light of this, brands must create a strong connection between consumer values and their own brand purpose in order to win the purchase. To do so they must engage with shoppers in-store or online. They can do this by creating relevant and timely content that’s personalized to consumer needs and wants.

Now imagine a smooth customer journey that allows for discovery, surprise and delight. This journey connects with customers around moments that matter. It is rooted in what the shopper wants, what the world needs and a convenient retail experience, while allowing consumers to give back to the cause they care about or make a difference on the world.

Introducing the DxP Framework

When an organization has clearly defined it’s brand purpose, it has the transformative power to scale social impact ten-fold and generate growth of 20-30%. For this purpose, the DxP framework is extremely useful.

The DxP framework is an end-to-end roadmap to identify, and deploy brand purpose. It consists of using digital commerce tools and marketing automation. So if properly implemented, DxP can increase your speed to market and improve marketing effectiveness, while also increasing your social impact.

Whether you’re working with an established tech infrastructure or starting from scratch, DxP brings together people and tools to embed brand purpose into your marketing tech stack, so that you can increase sales and social impact.

How it works …

Get started by exploring existing insights to gain a clear understanding of your brand purpose. Furthermore, use the BPP framework to communicate what you believe in, what your purpose is and how you are going to make a difference.

Next, look at your existing customer data sources. Are you collecting the right data to understand how consumers feel about relevant social and environmental issues? Is that data compiled in a way that gives an accurate view of who your customers are and what’s important to them?  Finally, does the data correlate positively with your marketing strategy and key social impact pursuits?

If so, move forward to defining distinct customer profiles and personas rooted in consumer values. Then map each profile’s omni-channel customer journeys and identify the intent-to-action gaps along the way so you can find ‘moments that matter’ to customers.

When you have identified those moments, you can create product-based experiences, by using content and compelling calls to action that can be quickly A/B tested, validated and re-targeted.

Ultimately, you can tie it all together by tracking the right metrics so that you can attribute the results to your purpose-led action. You will be able to measure the positive impact of your actions and predict consumer loyalty and advocacy as a result.

In summary

The DxP framework gives brands, retailers, nonprofits, and social enterprises a blueprint to accelerate their cause-led marketing plans. 10xP can boost community based marketing efforts using modern techniques, like automating consumer insight generation, content creation, campaign management, and performance optimization across platforms.

Get in touch with us to get started with a capabilities assessment. We will work with your marketing and IT teams to identify possible opportunities and gaps to address based on your specific marketing strategy and plans.  We’ve listed some of our favorite solution providers below to get you started.

 

Useful Links