Don’t Damage Your Retail Brand by Breaking Promises with Your Customers

How often do you break the promises you make to your customers?

The PwC Global Consumer Insights Survey 2018 found that ‘trust in brand’ was among the top three reasons for shopping with a retailer; other than price. Customers need to trust a brand.

But if you’re breaking your promises - through your own fault or that of a partner - you reduce your chances of building trust, will ultimately damage your reputation and find you’re unable to build those long-term customer relationships.

So, how do you stop breaking your promises? You focus.

Making sure every stage of your customer’s purchase journey is seamless means your customers will have the best experience possible and, in turn, your brand will see the optimal value from each customer.

Certain elements of the customer journey may seem distant or disconnected from one another, like your customer acquisition (through paid social, PPC, or whichever channels you use) and your logistics capabilities that exist at the opposite ends of the customers’ journey.

But, they’re more connected than you might think.

What you promise in your campaigns and marketing activity will directly impact your logistics needs. Conversely, your logistics capability will directly influence what you can promise in your customer acquisition.

But how do your logistics capability and customer acquisition campaigns impact one another? And how can ignoring the link between the two lead to breaking your promises and damaging trust in your brand?