Have you thought about Selling Online to Tomorrow’s Customer?

Your online success starts with your customers. In a highly competitive market it is those who truly understand their customers and harness this knowledge who will achieve the most success.
So who is tomorrow’s customer? In this article we will explore some of the trends and characteristics of tomorrow’s online customer

Digital Natives
Tomorrow’s online customers will consist of Digital Natives, customers who have grown up in a highly digital world. They will be very comfortable with technology as they will have been exposed to it from a very young age. Their mobile will be their preferred device for all online activities including shopping.

They will be more comfortable with voice activated search as more and more customers are using their smart speakers or assistants on their phones to search for products and shop online. Online retailers will need to take this into consideration when optimising content and in particular product descriptions.

Tech Savvy Shoppers
Many pharmacies today are offering a range of online pharmacy services such as book a vaccination, e-prescriptions, online doctor and online photo printing. However tomorrows customer will expect more and are highly likely to engage with emerging technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI). Savvy online retailers will be thinking about how they could enhance the online shopping experience by engaging the use of AR and or VR to help customers visualise products before purchasing.

Expect Personalisation
Tomorrows online pharmacy customer will expect you to anticipate their needs. Use AI to analyse customers’ browsing and purchase history to suggest relevant over-the-counter medications, vitamins, and beauty products. Consider offering a “Frequently Bought Together” or “You Might Also Like” section for cross-selling and upselling based on individual preferences.

Organise the online store with dedicated sections for common health conditions (e.g., allergies, diabetes, heart health). Provide curated product collections and information related to each condition, making it easier for customers to find what they need.
Offer loyalty programs or exclusive discounts on products that align with a customer’s purchase history or health needs.

Personalisation, whether though recommendations, loyalty or your email marketing strategy is expected by your customers but is also an excellent means of staying connected with your customers, by showing how much you understand them.

Demand Flawless Customer Care
For tomorrow’s customer, the experience from initial online engagement, to answering pre sales queries and after care service must be flawless. Customers will expect you to go above and beyond with personal touches such as personalised packaging and thank you for your order notes.

They will expect same-day or next-day delivery options, ambitious online retailers should be looking at the next frontier in order fulfilment. Warehouses and fulfilment centres are likely to employ more automation and robotics for tasks such as picking, packing, and sorting.
Drones and autonomous vehicles have the potential to revolutionize last-mile delivery, especially for smaller and urgent orders, this could be particularly relevant for the pharmacy industry.

Tomorrow’s customer will increasingly expect that they can access customer support on demand, live and automated chat is one tool that can bridge that gap and bring that rich customer experience of chatting to the instore team, online. Assist customers in finding the right products and addressing any concerns.

Global Connectivity
Tomorrow’s customers could be from anywhere in the world, to achieve success overseas online retailers will need to facilitate cross-border shopping and provide a seamless shopping experience. To be successful in a global market retailers will need to provide transparent shipping information, including estimated delivery times and costs for different countries. Clearly explain any international shipping policies, such as customs duties and taxes. Offer a variety of payment methods that are commonly used internationally, such as credit cards, PayPal, and digital wallets. It is also important to clearly communicate your international return and refund policies. This builds customer trust and helps them feel more confident about purchasing.

Socially Responsible
Environmental and social responsibility will play a crucial role in the purchasing decisions of tomorrow’s customers. Everything from paperless offices to plastic-free packaging, consolidation of shipments and reducing the distance packages travel all contribute to how your target audience perceive your brand.

Influencer Effect
Social media influencers and peer reviews will continue to have a significant influence on tomorrow’s customers’ purchasing decisions. They will rely on authentic recommendations from sources they trust.

Shopping for tomorrow’s customers will not just be about acquiring products; it will be about the overall experience. Online pharmacy stores that create engaging, immersive, and memorable shopping experiences will stand out from their competition.