The needs of today’s consumer
The birth of the multichannel consumer and the new consumption habits make the retail sector evolve, and although the industry changes, there is a double effect from the big brands to the consumers and vice versa. For retailers, it has become an enigma to interpret the actions that will have the big effect and that will work best at the point of sale.
How do current consumers buy?
The price weighs less and less in consumer decisions. The purchasing trend increasingly reflects an increase in the awareness of consumers who buy more rationally. These values therefore represent a different attitude when choosing between several products.
In addition, millennials have changed the way they interact with brands. Younger consumers prioritize immediate purchases, as well as brands that offer better quality, transparency in the manufacturing process and values in accordance with their own.
They look for something more than a low price and reward the practical side over the aesthetic one. These customers are much more demanding in the quality of the product, but also in the values of the brand.
Millennials like to go to stores, but not to make purchases that can be made from their homes or from their mobile phones. This generation seeks to discover something new in the store, extra information, or new aspects of the brand, so taking care of the customer experience inside the store is not at all irrelevant.
There is no longer a single type of digital or traditional buyer; today’s consumers want to experience unique and personalized shopping experiences where online and offline intertwine.
Touchpoints in the selection phase
Touchpoints are the elements that characterize purchase decisions by a consumer: they are all those means made available by a company to generate a flow that impacts on buyers’ choices. Clearly, it is up to the company to understand what the type of user with which it interfaces to know which is the best medium through which to relate, and this analysis is among the objectives also to facilitate the latter in this understanding.
In conclusion, the digital consumer in the mirror reflects an extremely articulate image of shopping behavior and approaches. There is neither a type of digital consumer, nor traditional buyer, but a plurality of strongly differentiated profiles united by the desire to experience unique and rewarding shopping experiences.
Brands must therefore use all the data and technologies at their disposal to understand the needs of their consumers and to retain them. Omnichannel must become the central element of development strategies: only in this way will companies be able to respond to the needs of every consumer, dialogue with the right tools at every stage of the purchasing process and creating that unique shopping experience sought by the new consumer.