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How Are Retailers Using CPaaS to Improve Customer Engagement?

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We have to accept that the world is different now as a result of the pandemic. Consumer behaviours have changed, and the reality is these changes are here to stay.

This has brought on new challenges for retailers who need to find new and relevant ways to communicate with their customers. After all, customer engagement is an essential component of success for any retail business.

With this in mind, a CPaaS is a strategic technological business ally. Firstly, it enables consistent mobile communication with customers, employees and citizens (in the case of government entities), through multiple channels. It also automates all business processes that involve communication, which leads to benefits including reduced operation costs, increased production and improved information security.

Here is more on why you should be integrating a CPaaS into your retail strategy as a priority.

Customer communication challenges for retailers

Some of the main challenges for retailers to navigate when communicating with their customers are:

  • Obtaining and maintaining reliable information: These days, delivering the right information to the right person in the right format is really important. Studies show that 49% of people would buy more products if they received personalized offers, so a healthy database of accurate, up-to-date consumer information is invaluable.
  • The need for omnichannel and automation: Consumers expect consistent, two-way communication through multiple channels, with the context maintained in all. Thus, implementing solutions and communication strategies with omnichannel as a base is increasingly important.
  • Ensuring they employ a spectrum of communication channels: Common mistakes are considering social networks an all-powerful channel, or focusing marketing activities on email alone. Retailers need to focus on optimising the customer experience by incorporating multiple channels, including OTT applications (eg WhatsApp). Traditional channels like SMS, automated voice calls and voice broadcast messaging are also seeing a resurgence.

Improving customer engagement with a CPaaS

A CPaaS (Communication Platform as a Service) is a communication software solution hosted in the cloud. Organizations can integrate it into their IT systems, such as ERPs or CRMs among others, to provide mobile communication capabilities through messaging APIs.

A CPaaS helps retailers take advantage of mobile communication throughout the customer journey, so that their consumers’ interactions with their brand, and moments of truth, are more meaningful. This involves delivering personalized offers through the appropriate channel, timely communications during purchase, and measuring user satisfaction after purchasing the product.

One of the core advantages is that it keeps everything in one place and allows consumers to interact consistently with a retailer, through multiple channels.

How are retailers using CPaaS right now?

One example of CPaaS being applied in an omnichannel promotion strategy is using SMS to send customised offers to people. About 98% of SMSs are read within three minutes, and its flexibility means you can place a URL within its content that redirects customers to a virtual store.

A CPaaS also fits perfectly into the online shopping delivery process. A communication strategy through a CPaaS helps retailers reduce the anxiety of an online purchase by keeping customers constantly informed of their order status, and allowing them to confirm or reschedule the date, time and place of delivery.

SMS use cases for retail to boost your communication strategy
customer engagement in retail

CPaaS are becoming an integral part of retail strategy

It is clear that in a world focused on mobile devices as the main connection channel, retailers need to embrace CPaaS solutions.

Soprano Connect – Soprano’s CPaaS platform – gives our customers the opportunity to maintain better relationships with their own customers, offer a better shopping experience, and enhance their reputation and loyalty towards their brand.

Our solution integrates multiple mobile communication channels such as SMS, WhatsApp, RCS, voice calls and email, as well as including functionalities aimed at automating communication processes.

Want to hear more about how to improve engagement with Soprano? Head to retail mobile messaging solution.

About Matt Thompson

Matt joined Soprano in 2013 to create and lead Soprano’s global product management and marketing efforts across all regions, including Asia, Australia, Europe, LATAM and the US. He helps shape and execute Soprano’s product strategy both globally and with individual regions and MNO partners. He oversees Soprano’s carrier revenue acceleration model, which includes direct involvement in new product launch activities, carrier-branded industry websites, B2B digital marketing campaigns, and ongoing product marketing. He lives and works in Seattle, Washington.