The physical trade It has a unique potential and we are facing the least jealous sales resource of marketing, since the same is true for retail, as for highly specialized activities.
The tenacity of the point of sale has been put to the test in recent years with the health contingency. In a Rakuten Insight study, the firm asked consumers by age group, which of them was willing to go to a physical store in contingency.
The result of the study was devastating and more than half of the interviewees in each group were willing to appear in a physical store to carry out their purchases.
The conquest of the consumer not only occurs with a good strategy that you can learn in the Marketing School, also with case studies of what a commercial space is like beyond the traditional, as revealed Guillermo Romero, CMO of Kaloni Mexico.
Merca2.0 – Virality in networks or generating content for these platforms has led to a greater demand for beauty. Has the industry been detonated and how long has it been?
Guillermo Romero – Social networks are new acquisition channels that generate a strong connection with the user that goes beyond the emotional, which is why it has become a very important channel, especially as a result of the pandemic, it is the new retail showcase and in our case a way to share success stories, more and more men and women want to feel comfortable with their image and project a better version.
Merca2.0 – What aspects are crucial for consumers today, when they demand beauty, what elements do they evaluate to gain loyalty with a physical store of this type?
GR – One of the most important aspects is support, in our case we have specific content for each service, we know that each patient is different and we design a procedure designed for each of them, in addition to accompanying them later, we even have a line of products for something as personal as your scalp or your skin type, personalization makes our audience loyal.
Merca2.0 – What implications has the contingency had on beauty, were the habits around the physical trade of this increased or demented?
The market is always in search of its best version, both interior and exterior, if we can achieve the balance between health and well-being, the next level is to project it in our image.
Experience, to conquer the consumer
The experiences are always to conquer the consumer and to achieve beyond simple stores, on the contrary, it is about invigorating the commercial space through a proposal that does not seem to disappoint, on the contrary, it seeks to offer the best at all times selling proposition.
Interesting sales exercises have been carried out to discover what leads a consumer to show up in a store. When HUI Research led this study it discovered the main reasons and the first of them was that the consumer did not want to wait for the delivery time that an online purchase entails. Second, they wanted to see the full assortment of products within the store and third, they wanted to test the purchase within the store.
After the purchase decision
Within the physical commercial space there are a series of resources that serve as a true bet to conquer the consumer and give them a unique experience, so it is important to find the elements that are worth it to be able to make a purchase decision.
We have already seen that the experience is not only limited to retail, segments such as personal care have made physical spaces their temples of transformation and forced places to make decisions. When it comes to retail and stores that make this space their obligatory point, it is better to have reasons of purchase to justify that the consumer has crossed the door of the store.
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