The Fluid Customer Experience

Fluid. This is the perfect word we can use to describe the approach we followed to design the Unified Commerce for Mondo Convenienza. A box and a content, a product and a service, advertising and customer care. All these elements are connected together, always in a flux. Listening actively to create customised experiences between people and the brand.

The Enhanced Commerce for Mondo Convenienza, which talks to Italian and Spanish markets, goes beyond an “omnichannel” concept. It sees the customer as the centre of the purchasing process: starting from the simple seeking of information ending to delivery, going through purchase, payment and customer care services. Every single step of the customer experience has been deeply studied to put people at ease. This solution has been designed following Mobile First and PWA approach, which grant the best browsing performance on every device.

Before selling something, you need to start a dialogue. But a dialogue needs first of all the ability to listen someone. Mondo Convenienza website offers an accurate customer care: starting from customers’ interests, requests and personal features, customer care builds proper one-to-one purchasing experiences. On the edge of this service, there’s the Live Chat: it is managed by 40 dedicated people that reply to users’ questions and guide them step by step to the purchase. It is not necessary to go to a store, you can just book a meeting on the live chat. This deep attention to people needs increases sales opportunities (online and offline), conversion rates and help build strong customer loyalty.

Building promises and peculiar experiences is possible only by a meticulous analysis of customers’ behaviours on the different touch points.

It is very important to focus on three main moments:

• Working on the organic positioning of Mondo Convenienza, from the strategy to the application of SEO techniques;
• Monitoring seasonal trends to take every opportunity on search engine;
• Elaboratingperiodic reports to update the team about the current situations and to plan together the following steps.

The next step is planning an advertising strategy on Google and Bing, both for Italian and Spanish markets. This strategy has two main goals:

• Guiding the customer through all the purchasing process with a full funnel approach;
• Transforming pure advertising into a customised proposition, which reflects customers’ desires and intentions, thanks to marketing automation tools.