I would like to highlight five variables that, in accordance with the changes caused by the pandemic and the current challenging economic situation, it will be essential to consider, analyze and promote in order to optimize the levels of satisfaction and business that we will have with our clients and consumers:
1. Value
The inflationary situation means that now more than ever consumers question the value they receive for their money when they purchase our products. The differentiation in terms of attributes, performance, size, brand and emotional relationship compared to the price of the same. The consumer is no longer the same and has had many months to think and evaluate what he really wants since the pandemic, becoming a relentless observer who will only favor brands and products that are aligned with his new needs and possibilities.
2. Personalization
The need to differentiate each type of consumer and provide them with more personalized information that considers their specific needs and enriches their shopping experience, whether in digital purchases or in physical stores, will be essential to cover to facilitate the shopping experience of consumers. customers. The consumer will no longer be willing to invest time in evaluating information, proposals or offers that are not aligned with his wishes. Technology will be a key piece in this task, allowing us to store customer information and personalize communication in digital media and stores.
3. Experience
Trading alone will be less than enough. Consumers require compelling and more interesting experiences in physical and digital stores to maintain their interest and convert. Whether it is interacting with the product, receiving relevant additional information, capturing their attention with technology or “entertaining” to make the shopping experience more attractive, brands have the challenge of innovating and enriching consumers’ purchasing decision-making. Importantly, this is not exclusive from the physical point of view, since the “user experience” in digital stores must promote a simple and friendly experience so that the netizen converts and wants to return again and again.
4. Profitability of the model
While the goal would seem to be a significant increase in customer satisfaction, this cannot be achieved at the cost of not having a profitable model. Free shipping, meaningless promotions and prices that are not capable of compensating for increases in costs and expenses will be difficult to sustain in the medium term and may cause artificial maintenance of consumer demand. It will be necessary to re-evaluate the model and ensure that the benefits that are transmitted to the consumer make sense with a positive business equation.