Although there are still people who privilege the physical shopping experience, before this period there were those who completely refused to move to the next level of technological interaction beyond social networks, that is, using retail apps or making purchases online. Today it is a reality, so much so that Mexico is positioned as the second most important online market in Latin America.
Along with this growth and as a side effect, the consumer became more demanding in the quality of the products and in the speed with which they needed to receive their purchases. In addition to this, the number of new companies that joined the vast supply of existing online products and services also increased.
This is how the online market in Mexico, and in the world, shows a wide supply and demand that is accompanied by changing tastes and demands on the part of consumers. Convenient or worrying? The reality is that both. It is undoubtedly beneficial due to the availability of products and access to them, which implies the growth of companies.
Now, it is worrying because the vast offer led companies to question how to retain my customers? What to offer differently from the rest of the options so that they stay with my brand? And above all, what is the lifespan or loyalty that I will have from my client? Yes, times have changed and the “customer for life” is becoming less and less common.
Based on this new business need, companies have focused a large part of their business strategies on maintaining customer interest. Nowadays, interactions are reduced to a few clicks and page views on mobile devices and it is very easy to lose sight of specific customer needs. Personalization and hyperpersonalization are some of them. According to data from McKinsey 71% of consumers expect personalized experiences, while 76% are frustrated when this doesn’t happen.
The approach or strengthening of our relationship with clients must be strengthened based, first, on understanding their needs, preferences and behaviors. For example, with hyperpersonalization, which uses data to know customers better, it creates a connection with the brand, making the user feel valued and willing to interact.
The use of chats to resolve doubts and comments is another of the functional tools that exist. From my own experience, when I observe that the interaction is with bots, I automatically give up because it is proven that they hardly solve the problem. There are many of us who look for the human side of technology, we want it to be a person who 100% understands my need and, therefore, helps me solve it.
Who doesn’t like discounts or free shipping? To all. Definitely, these types of incentives are another of the tactics most used by companies and lead to consumer loyalty. Let’s imagine that an application identifies that, on a regular basis, you order food or supermarket delivery, sends you an alert as a reminder and also offers some type of price reduction. Would you like to return to that App? Surely yes.