Retailers need to get out of customers? way on mobile: American Express
A Barclaycard executive noted that millennials have provoked the credit card company to go to a digital and mobile-first design, stemmed directly from their consumer behavior. The company recently relaunched its Web site as responsive in reflection of this to create the most effective platform.
The executive also noted that it is important to continue updating mobile and digital platforms, even though the changes may be disconcerting to consumers. It can be abrasive and unsettling to consumers who have gotten comfortable with a certain interface when they log on and the platform has completely changed.
But it is important to continue launching innovative changes and is worth a short time period of a disconcerting experience for consumers, as long as the new experience is really driving greater utility and convenience.
"[Millennials] have really led us to a digital-first design," said Jackie Galaida, vice president of loyalty and marketing at Barclaycard US. "With millennials, they are going to interact with every touch point they can, but truly digital.
"We are trying to provide them with what they need and then make sure that that digital is very clean, very natural and very easy to navigate," she said. "That is our approach for the Web site, that is our approach for even the call center, that we have clear easy-to-access information that is available at any given touch point that is easy to get.
"If you are not able to find or get what you want there, it is clearly called out where you can go and where you can do that."