In recent years, with increasing diversification in offline channels, and especially online channels; the consumer has at his fingertips a multitude of sources of information that allow him to create a real opinion of a product before the purchase.
But digesting all that information is not a simple task. Before making a decision, the consumer is ahead of the arduous task of comparing not only the benefits and functionalities of the product or service, as well as the price, but also to put in value the whole of the opinions that he has been able to consult through the different sources.
Nor is it a simple task for those of us who want that product/service to be acquired by the public without barriers.
The upward trend of smart consumer
Nowadays, consumers compare prices, information and opinions regarding a product or service over the Internet. From here, either they move to the point of sale to see it physically, finish making the decision and buy it right there; Either they decide to do it through their e-commerce. Although there are still people who prefer to go to the store personally, users are losing the fear of new technologies and increasingly are accustomed to shopping on the Internet.
According to one of the latest studies by Eurostat-Statistics explained- 7 of 10 users already buy through the Internet and in general, the proportion of e-buyers is growing, and the highest proportions are in the age groups of 16-24 and 25-54. So we talked about what is already known as Smart Consumer, the consumer who flees from the impulse purchase and who uses all the tools at his disposal to make sure of the decision taken.
At this point, it becomes important how we guarantee an excellent user experience throughout the entire purchasing process, the way we connect with the consumer:
1. Let’s empathize with our consumer (our target audience)
If we want to connect with the user, the first thing we have to do is know and understand. To do this will help us define very well our target and conduct a study of this target audience within the possibilities we have (personal interviews, online survey panel, etc) to discover aspects that are relevant to us as for example What consumers think about our category, brand, product, etc. and what improvement points we can have.
In addition, you can make a profile of buyer person (embody our target with a real person profile, with their concerns, aspirations, goals, problems) to help all the team that works both in product and marketing, communication and Commercial departments to connect with it.
2. Identify the contact points of our brand with the consumer
We must identify all the actions that we carry out to sell the brand, product or service in which we are in contact with the consumer, in each of the different phases of the purchase process (publicity, presence at the point of sale, customer service , e-commerce, etc.) and cross that information with the previous point: does it respond to our expectations? Is it the right message? Does our product offer good value for money?
In the online channel, it will be crucial to address the consumer equally, through a transparent and bidirectional communication.
3. Let’s define an action plan and keep track of
We must identify all the points of improvement resulting from the previous point and define an action plan for each one of them. The target? Make the customer feel satisfied at every moment of connection with our brand or product.
We must form a team that involves people from all departments involved in this action plan and engage all teams.
Finally, let’s keep track of each action plan by defining a series of KPIs to help us know if we are improving. These Key Performance indicators will vary depending on the specific action but a generalist that we recommend is the Net promoter Score. The NPS is a tool that allows us to measure the degree of disposition of the clients towards a brand or product. For this purpose, it uses 3 different categories: “Promoters”, understood as the consumers who act as supporter of our brand, product or service; “Liabilities”, satisfied but indifferent and “opponents” who do not trust us.
Just as the consumer performs a study of our product or service prior to purchase, we must know and understand what the reality of our audience is. Because only in this way can we connect with them and establish a good relationship and therefore achieve business success.