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Why do you need a fast and flexible frontend?
Since the Corona crisis, online shops are playing their role as digital shop windows more than ever before. So it’s never been more important to be able to adapt frontends quickly and flexibly as a communication interface between retailer and customer.
Practically overnight, Corona has completely changed customer behavior worldwide. Face masks and social distancing spoil the fun of shopping and the in-store brand experience. The overall pleasure of spending money has also been taken away by the looming global recession.
As a result, companies must place the customer experience even more strongly at the center of their corporate strategy. Those who make their customers king, solve their problems, and provide them with perfect service will build friendships for life in the crisis. Thanks to Corona, digital touchpoints are even more important than before.
Digital agility currently knows almost no limits
After the shutdown, even the biggest digital skeptics have now realized this. New concepts and projects to better serve customers via digital channels are being fine-tuned with an unprecedented drive. For example, Wende Zomnir, the founder of the cosmetics brand Urban Decay, recently predicted that in the near future virtual cosmetic tests will shoot up like mushrooms because product tests will still not be possible in shops due to Corona hygiene rules. The fashion brand Orsay created a teleshopping format within a very short time to give customers at least a digital understanding of the latest fashion trends. Winegrowers and wine merchants are suddenly holding digital wine tastings. And at Breuninger, you can contact the in-store fashion consultants via digital channels to have a new outfit presented remotely.
The Corona crisis will give rise to more such services and change online retailing as we know it. All of a sudden, it’ll no longer be the salesperson on the shop floor but the frontend of an online shop or a company website that becomes the most important interaction between retailer and customer. The online shop is no longer just a product catalog through which customers can quickly obtain the products they need. Rather, it becomes a digital storefront and a communication interface between the “real” and online world.
The successful formula of the crisis winners: test, learn, and optimize
It’s always been important to be more innovative than the rest of the industry, to test, learn, and optimize features. But now, you need to be able to adapt your frontend flexibly and quickly to new situations and customer needs. This starts with small improvements in customer experience, such as arranging in-store consultation appointments via the internet. And it ends with the transformation from a specialist retailer to a teleshopping channel that presents the advantages and disadvantages of its products in sales shows on the most important product ranges.
The only problem is that many companies aren’t in a position to implement customer centricity in the frontend quickly enough. This is because most of the existing software solutions aren’t designed for today’s dynamic requirements. Even small extensions have to be programmed — mostly by external service providers. This means dependence, effort, and, above all, loss of time.
Newer shop software and CMS solutions such as commercetools, ABOUT YOU CLOUD, or Contentful are much more future-proofed. But they only provide the backend processes so the frontend must be built separately. This also takes a lot of effort. The situation is further complicated by the fact that customers are becoming increasingly demanding and they’ve come to expect a digital customer experience even from small retailers, thanks to the biggest players in the market such as Amazon or Zalando. And not only on desktop but more importantly on mobile.
Future-oriented frontend design can be easy, too
For smaller or less digitally savvy enterprises, it’s neither economically feasible to employ 50 frontend developers, nor will they even find that many skilled employees in a competitive market. As a result, they lose customers to the competition, have to adjust their investments to falling sales, and inevitably get caught in a downward spiral.
Frontastic closes this gap. As a Commerce Frontend Platform, Frontastic enables customer-centricity in the frontend to be implemented easily and without being limited by smaller teams, lower budgets, or existing IT systems.
By empowering commerce teams to make frontend changes fast to constantly test and optimize, we enable retailers and brands to keep up with market disruptions and fierce competition.
And: Not only online shops benefit from this, but also all other enterprises that are facing the challenge of digital transformation, including banks, insurance companies, educational institutions, and public administration.
The first fast-track projects during the Corona crisis, for example in the area of homeschooling, presented frontends that mostly didn’t live up to even the basic standards of user-friendliness or even good user experience. Here, too, there’s still much to be done. So test, learn, and optimize!
More tips and hacks about future proof, mobile first design
You obviously know that mobile screens are smaller than desktops (duh). But what most brands and retailers out there fail to realize is this: To adapt design and features for mobile doesn’t mean simply adapting them to a smaller screen size.
Instead, the foundation of true mobile first design is radically applying what you’ve learned from studying your user’s behavior.
Here are a few tips to get you started:
Trim down all the unnecessary elements of your site, and focus on the must-have bits.
Anticipate your user’s needs and make everything available to them easily — literally at the tip of their fingers.
Go beyond text, images, and buttons: If using your user’s mobile features, like the camera or GPS sensors, helps improve the customer experience — do it. Your users will be delighted!
Read all about it in our newest Whitepaper. Register and download here.
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