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How to Create a Frictionless Customer Experience


s the cost of acquiring new customers continues to rise amid increasing competition, retailers need to retain every customer they can, and one way to do so is to provide a frictionless customer experience. It has never been more important for retailers to adapt quickly to the changing preferences and needs of customers, who now shop across a variety of channels.

Here’s a look at how retailers can provide customers with a frictionless experience to make shopping easy and enjoyable.


As customers spend more time and money online, it is important to optimize their digital experiences. Customers are increasingly seeking personalized experiences tailored according to their wants and needs.  Physical retailers can capture important data including what customers do in stores, which products they pick up and put back down, and their online purchase history. Stores can use data to improve operations, including pricing, inventory management, and digital recommendations which more retailers are using to enhance their customer relationships. 

New research reveals that 65% of retailers said more personalized offers and promotions are an important opportunity for an improved online shopping experience, and 61% said automatically suggesting relevant product recommendations would improve the online experience, according to a report from RSR Research and Coveo.

how to create a frictionless customer experience
Offering a frictionless returns experience is an excellent way to keep customers happy, build loyalty, and increase profitability.

Easy Returns Process

As retailers deal with more returns than ever before, it’s crucial that they make the process as simple and convenient as possible for customers. Offering a frictionless returns experience is an excellent way to keep customers happy, build loyalty, and increase profitability. Some retailers are working with partners to provide convenient dropoff locations for customers to bring returns to grocery stores, pharmacies, and shipping company counters. 

PayPal recently expanded access to the returns service it acquired last year, Happy Returns, by making it available to PayPal Checkout merchants at no extra cost. The payments company has additionally partnered with Ulta Beauty to roll out Return Bars to more than 1,300 Ulta locations across the U.S.. Collaborating with retail partners to automate and streamline the returns process gives online shoppers more options to complete returns and increases in-store engagement by bringing new customers into stores. 

Convenient Fulfillment Services

Customers have come to expect more fulfillment options when shopping online. Some may be busy at home and prefer home delivery, while others might be running errands and find curbside pickup more convenient. Retailers have found they need to quickly transform and modernize their current delivery and fulfillment processes in order to keep up with customer demand. 

The rapid growth of automation in the fulfillment industry has changed dramatically over the past couple of years. More companies are turning to technology-based solutions to fulfill orders faster and manage deliveries and fulfillment more efficiently. Delivery management platforms can take real-time constraints into account when planning and scheduling deliveries. Real-time notifications keep customers updated throughout the delivery process.

Adopting digital technologies that remove friction from the shopping experience can help retailers retain customers and attract new ones. From in-store to online, creating a seamless and frictionless experience throughout the entire process will ensure retailers meet customer expectations and stay competitive now and in the future.

For more information about how our delivery and fulfillment management solution can help you create a frictionless customer experience and manage your omnichannel fulfillment needs more efficiently, please contact

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