Creating a seamless and enjoyable online customer experience

The year 2020 has seen profound and far-reaching change throughout society and the global economy. It seems that every industry and sector has been upended in some way, creating a shift that has changed the trajectory of large, small, and emerging businesses. The pace and extent of digital transformation in 2020 has experienced some of the most fervent change as compared to any other year. 

However, there is often a tendency to focus on broad or advanced digital change risks, while overlooking the emotional component of the global pandemic-enforced transformation. For me, the real story is that of the smaller businesses and entrepreneurs in the region and the need to help them empower themselves.

Earlier this year, in a matter of a few weeks, entrepreneurs and micro-businesses were forced to pivot their traditional business approach to factor in the online world. Breaking the traditional face to face, physical communications and in-person sales model, to quickly understand how to connect and engage online, not as a consumer, but as a business.

More consumers in the region have begun shopping online and in greater frequency. According to studies in the US, the global pandemic has accelerated the shift from physical stores to digital shopping by about five years. This seismic shift has forced businesses to rapidly pivot to digital channels such as e-commerce to drive traffic, sell online and remain competitive. 

In March 2020, Rabbit had to cease their operations and scooter services entirely. Although loyal customers did not mind using the scooters, Kamal ElSoueni and his team were determined to face reality and come up with new plans to keep the business running. 

Now, to adapt to the current situation, Rabbit delivers scooters to their customers, and using the new strategy in April, May, and June of this year, the business revenue grew around 100% on a monthly rate. Rabbit is rapidly growing in the city and its visibility to more people continues to expand.

Looking ahead to the rest of the year and beyond, we think it is vital that businesses reinforce their online brand identity and presence. In practical terms, this means honing your website, social channels, and other online properties. 

These elements are your virtual shopfront and it is essential to continually keep them updated and interesting to help your business grow. They need to be integrated, not just from a traffic flow point of view, but also in terms of their look and feel. 

Online visibility is crucial as it can help the brand build a connection and trust with its customers. Differentiate yourself from the competition and convey a professional look and feel that will attract customers and help grow the business.

In terms of communication, maintain good online engagement to help ensure website visitors are aware of the quality of your products and services, by connecting with them on a regular basis.

Ultimately, you want to create a seamless and enjoyable customer experience online. In practical terms, this means ease of discovery, intuitive navigation for your website, simple online shopping especially payment options and application of offers, and comprehensive post-purchase communication for those making online orders.

Key takeaways 

• Earlier this year, entrepreneurs were forced to pivot their traditional business approach to factor in the online world. 
• Breaking the traditional face to face and in-person sales model, to understand how to connect and engage online.
• The real story is that of smaller businesses and entrepreneurs in the region and the need to help them empower themselves.
• The global pandemic has accelerated the shift from physical stores to digital shopping by about five years.
• We think it is vital that businesses reinforce their online brand identity and presence.