Embrace the gifts of technology, even in times of change
The technology of mobile commerce allows brands to provide great, loyalty-building customer experiences — even if there’s a bit of a learning curve for customers adopting new shopping habits.
At Sam’s Club, the desire to limit in-person interactions led the brand to drive more shoppers to purchase online.
“This has allowed members who historically had some hesitation in shopping online, now they’re more comfortable,” Yvette said, adding that most of the technology it was pushing initially — such as curbside pickup or scan-and-go checkout — was in place before the pandemic, but customers either weren’t aware or didn’t feel the need to use it.
“Technology has really been the backbone to helping us get through this,” Yvette said.
Before the pandemic, Michael’s company, Rakuten Ready, had plenty of customers who were just dipping their toes in the water of technologies such as mobile ordering and curbside pickup, but most folks weren’t dedicating enough resources to it because it wasn’t necessary for their business.
But once shutdowns mandated that most commerce move online, there was a mad rush to implement new mobile platforms or to find new efficiencies in existing programs.
Two years later, Michael’s comments on this shift are particularly prescient.
“When this is all over,” he said, “I think what's going to happen is … people are going to really start to realize the benefits of [mobile commerce]. And a lot of people who never tried it are going to try it and like it. Or for people that tried it, liked it and did it every once in a while, it’s going to become how they do it all the time.”