The promotion is no longer the first criterion of choice in the act of purchase. Consumers expect a personalized offer from a brand, eco-responsible products, additional innovative products. Marketing and sales departments must equip themselves with tools to reduce time to market, know their customer and personalize offers.
If the price was for a long time the determining criterion of an act of purchase, this time seems now over for any consumer not constrained by a too tight budget. Indeed, the barge of the 21st century expects a brand to seduce him, surprise him and recognize him. In this context, any brand must closely study the profile of its customers, their tastes and their needs, in order to offer them suitable offers and services. Without this in-depth customer knowledge, companies will find it very difficult to survive at a time when the level of requirements has become very high in terms of product quality, service and now ethics.
Innovate to surprise the customer
Today’s consumer expects a rich customer experience, a privileged relationship and additional innovative services from a brand. Aware of these new needs, many brands have for some time been deploying marketing and sales strategies based on services providing real added value. This is particularly the case with Leroy Merlin with its many online tutorials or on-site courses offered to support customers in their fitting out or renovation work. For its part, Decathlon offers a mobile coaching application to guide clients in their physical exercise program. The health crisis has also revealed new behaviors or accentuated certain practices such as Drive or home deliveries, then forcing retailers to review their offers and / or to propose new ones.
Solicit customers to co-create offers
Co-creating products with customers is one of the latest hot marketing trends. This strategy consists of taking customer opinions into account very early in the process of developing a product and / or a service. This upstream integration into the value chain guarantees brands better acceptance of the product on the market and generates evangelistic behavior among customers who have participated in its development. A clothing brand like Brandy Melville, for example, has grasped the full potential of this approach and is involving teenage girls in product development. by offering them to participate in workshops for the creation of new collections. As a result, young client-stylists are creating a buzz for the brand by posting their photos on the networks.
A loyal customer buys more
While developing new levers to attract consumers requires more substantial investments for brands than lowering a price, this strategy is much more rewarding and more profitable in the medium and long term. And for good reason, a customer who recognizes the value of a brand is more inclined to buy a more expensive product and to remain loyal to it. And it is well known, retaining a customer is less expensive than winning a new one. In addition, a satisfied customer tends to become a brand ambassador by sharing his experience with those close to him or even on social networks. His word is all the more credible as he does so without any financial or other incentive.
Bet on an eco-responsible strategy
Beyond these additional services which they are fond of, consumers are also increasingly demanding with regard to respect for the environment, human health and the animal condition, the products and services they buy. Downloaded by 15 million users, the Yuka application1, has changed the lines of the brands by strongly encouraging them to rework their recipes to market healthier products.
Consumers expect brands to also be more respectful of their privacy in their communication.
Brands have moved from mass marketing to individualized marketing. Where they sent bursts of emails to announce a new product, service or promotional offer, today they make personalized communications based on profiles. Thus, thanks to data analysis and AI solutions, they are able to offer the offers best suited to the tastes and needs of their customers..
In the current context of health and economic crisis, brands must not only be more and more attentive to the market in order to identify and anticipate customer expectations but also to show more empathy and ethics towards -views of each of their clients taken individually. In these gloomy times, customers need to be understood and pampered!
1 https://yuka.io/wp-content/ uploads / presskit / Yuka-dossier- de-presse.pdf