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Meeting growing consumer demands without compromising on security
Competition in the online retail sector is fierce ; companies need to provide a seamless experience to keep customers interested and coming back . One important aspect of this is providing essential cybersecurity and protecting customers ’ data , while not affecting the speed of the retail website . Paul McNamara , Senior
Solutions Engineer at Edgio , explains how to meet consumer demands without compromising on security .
HE WAY THAT we shop
T and interact with brands is constantly evolving . From hyper-personalisation and social media advertising to near instant food delivery , customers have increasingly high expectations from retailers . However , to enable these personalised , rapid services and for businesses to grow and thrive , more consumer data is required , and the security risk is heightened .
When the trust is broken , a brand ’ s reputation is at risk . Take online retail giant , Zoetop , owner of Shein and Romwe , for example . Recently in the spotlight for exposing 39 million customers ’ data to fraudsters , including passwords and credit card details , the company has been criticised for failing to protect consumers ’ personal data and having ‘ weak ’ cybersecurity .
Not just retailers , but brands of all sizes need to find the right balance between personalisation , speed and security . This can be achieved by using an edge-enabled solution which allows your customers to access your websites at lightning-fast speed and to ensure that cybersecurity is built-in from the get-go . A truly edge-enabled solution will enable retailers to streamline retail operational processes , increase sales and improve overall customer experience .
Personalisation is key to a consumer ’ s heart
First , retailers must focus their efforts on customer personalisation , such as recommended products , targeted discounts and loyalty schemes . A huge 62 % of consumers say that a brand will lose their loyalty if they deliver an ‘ unpersonalised experience ’, and nearly 80 % of business leaders state that consumers spend more when their experience is personalised . However , to enable the levels of personalisation that customers desire requires delivery of greater volumes of sensitive data , that can cause some consumers cause for concern .
For instance , when it comes to what data consumers feel is ‘ appropriate ’ to collect , the majority are happy for brands to delve into their brand purchase history ( 80 %) and to provide personal preferences ( 77 %) to drive better personalisation . Yet , when looking at
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A TRULY EDGE- ENABLED SOLUTION WILL ENABLE RETAILERS TO STREAMLINE RETAIL OPERATIONAL PROCESSES , INCREASE SALES AND IMPROVE OVERALL CUSTOMER EXPERIENCE .
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